Business Services
DayStarUSA
Brand Strategy / Naming and Corporate Identity Development

This national retail facilities maintenance company reinvents itself as a foundation for building a bright future.

The merger of two retail facilities management and maintenance companies creates an opportunity to define a new level of service to big box retail chain customers across the USA.

DaystarUSA was born from two service companies, one a landscape maintenance company, and its sibling company, which provided building and parking lot maintenance services. Both were operated as separate divisions with their own sales, maintenance and logistics operations and business identities.

As a result of the consolidated logistic and customer service groups, executive management determined that the separate sales and marketing teams would be more effective if they were consolidated into one group as well, thus creating an opportunity to develop a completely new corporate identity to increase it’s value proposition and clearly define its competitive advantage to customers. PULL was retained to make an assessment on naming and developing the positioning for these combined operations.  PULL created a new comprehensive corporate identity system and created and implemented all of the company’s integrated marketing communications program targeting facilities management executives within national retail chains throughout the USA.

Business Outcome
DaystarUSA was able to gain higher value retail customers who highly value the integrated services and logistical scale required to manage their retail properties effectively.