CASE STUDY: Allgood Home Services Rebrand

A cross-functional brand framework created to define, document, and standardize the rebrand process across the ARS Network. Developed to address timing gaps, clarify expectations, and support consistent brand transitions for more than 70 local branches.

Challenge: Allgood Home Services had strong recognition in its market, but the brand was visually outdated and inconsistent across channels. The rebrand request originated in the field, and the team did not realize how complex and time intensive a full brand transition would be. There was no documented process, no shared understanding of timing, and no alignment between field leadership and marketing.

The challenge was to refresh the brand in a way that honored its legacy while elevating it for future growth, and to guide field partners through what a thoughtful, strategic rebrand actually requires.

Strategy: We set out to maintain Allgood’s equity while updating the brand to reflect modern home services standards. The strategy centered on:

  • keeping recognizable elements to preserve existing customer trust

  • modernizing the visual identity to feel clean, credible, and scalable

  • aligning closely with field leadership to build buy-in

  • creating a simple and consistent design system for all touchpoints

  • clarifying the end-to-end rebrand process as we worked

  • capturing learnings that could help shape a future rebrand playbook

This rebrand served as both a brand transformation and an important learning moment for the larger ARS Network.

Approach: My approach was to guide the process collaboratively and transparently. We started with a deep audit of the existing Allgood brand and identified which elements were essential to maintain. From there we developed modernized concepts that evolved the identity without breaking recognition.

Key steps included:

  • working directly with field leadership to define goals and timing

  • developing logo refinements that honored the original mark

  • modernizing the color palette and typography

  • designing updated fleet graphics, digital layouts, and print materials

  • building digital templates that improved usability and speed

  • mapping the full rollout plan across channels

  • documenting the entire process to support future rebrands across the network

The project required ongoing communication across creative, operations, digital, and media to keep expectations realistic and aligned.

Work: We produced 30-second and 15-second broadcast-ready versions. We also captured behind the scenes content to share on social media. The creative focused on simple storytelling, conversational delivery, and the recognizable presence of Penny Hardaway to anchor the brand’s local pride.

Updated Allgood logo and color palette designed to modernize the brand while preserving local recognition.

Brand applications showing how the refreshed identity comes to life across fleet, digital, and print touchpoints.

The original Allgood rebrand summary that helped identify timing gaps and informed the creation of
ARS’s rebrand framework.

Impact: Even without formal KPIs, the rebrand delivered meaningful outcomes:

  • A modernized identity that strengthened customer trust and brand credibility

  • More consistent and scalable creative across all channels

  • Improved clarity for field leadership about what a rebrand truly requires

  • Smoother collaboration between field and marketing teams

  • The first building block in what became the full ARS Brand Evolution Playbook

  • A stronger foundation for future brand transitions across the organization

The Allgood project elevated expectations inside the organization and created a clearer path for brand evolution work going forward.

My role: I led the strategy and creative direction for the rebrand from initial audit through rollout. I worked directly with field leadership, guided my creative team through concept development, reviewed all identity and application work, aligned cross-functional partners, and documented the rebrand steps that helped shape the system ARS uses today. This project was one of the first major brand evolutions I led at ARS and helped establish a stronger relationship between marketing and field leadership.