WRIGHT SERVICE CORP.
Keeping it all in the family.
The parent company of a family of six companies, much of Wright Service Corp.’s work serves the utility vegetation management industry. Our relationship with this employee-owned company started in 2007 when they asked us to brand the merger of their tree care company, Wright Tree Care, with our client, Heard Gardens, a landscaping company and garden center. The two company cultures and client expectations were so very different—we likened it to marrying a cowboy and a princess—that it required more than a new logo, it required a new way of thinking inside and out. We established and rolled out the new brand, and formed a partnership that has expanded to all the companies in the family.
The Wright Perspective
Twice a year, Wright produces a 40+ page publication that goes out to all the companies’ employees and clients. It’s a major undertaking, but also a fabulous tool to foster connection across an employee-owned company that grows larger every year. Each company has a customized section that reflects their own branding, and the last few pages are always dedicated to ‘Sprouts and Shouts’, where employees send in wedding photos, baby announcements, rec team photos, and community involvement news.
“Our newsletter is such an important part of the company culture. We invest a lot of hours planning this newsletter and gathering and writing content. The positive feedback we get from employees across the family of companies, as well as retirees and clients when they receive it make it well worth the effort.” —Sara Harpenau, Marketing and Communications Manager
Wright Service Corp. Web Site
Wright is a company that’s proud to be employee owned with family roots. Each company in the family is represented front and center in a slider on the home page, followed by a brief history and note from the Chairman and CEO. Having worked with outside developers before on other web sites, the Wright marketing team chose to work through the design process with us to develop a design that both followed their brand and allowed for their the functionality needs, before implementing the site through their usual developer.
Wright Outdoor Solutions
With an extensive service line of outdoor, tree and landscape services, as well as a Garden Center, Wright Outdoor Solutions is unique in that it’s the only consumer-facing business in the Wright family of companies. We work with Wright Outdoor to help their brand stand out among the competition across all platforms, from direct mail, to print and digital advertising, to signage. For their Garden Center, we developed a system of interchangeable vinyl banners that can be rotated around the outdoor pergola throughout the season, identifying categories of plant material, as well as sales and new stock. Also shown is print advertising—which often needs to cover a variety of service lines simply and beautifully—and a revamped email newsletter template.
Sustainable Environmental Consultants
When SEC was added to the family of companies, we were charged with updating their existing logo to fit within the family, and expanding the brand into a series of simple sales tools to assist their small staff. This system of print brochures and direct mail uses color blocking and infographics to catch attention and explain the benefits and services SEC provides.
One of our favorite annual projects for the Wright family of companies is the annual end-of-year holiday mailer. Each year, we develop a unique card in the individual company brand, sometimes sharing themes and substrates to allow us to get the biggest bang for the budget. Some of our favorites are shown here, including one for Wright Tree Service printed on a wood veneer with their beloved #10 truck used in parades pictured on the front.