AmeriPride
Tried & True
Industrial laundry isn't sexy. It isn't flashy or colorful. It's dirty and greasy and largely undervalued. Most business-owners consider it a line item. AmeriPride wanted to differentiate themselves from other industry giants offering essentially identical services.
A survey of their landscape quickly revealed a trend: shiny, happy, sterile employees—a far cry from the real story. Focusing on AmeriPride's long history in the industrial and automotive industries, we reinvented the brand with the small business-owner in mind. We developed the brand's vision and voice to resonate with their actual customers—dirty hands and all.
‘Tried & True’ was a multi-step lead generation campaign for AmeriPride that included direct mail, a microsite and brand film. The campaign's title describes AmeriPride’s customers as much as it describes the company: Blue-collar. Hardworking. Authentic. The tone of the campaign is genuine and straightforward, using gritty photography of real people (often actual AmeriPride customers) and speaking to them in a vernacular they could easily understand—their own.
