CASE STUDY: ARS Brand Evolution Playbook
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: The Allgood Home Services rebrand surfaced a critical issue within the ARS Network. The transition began in the field without alignment with marketing, and without a clear understanding of timing, steps, or requirements. Field leadership was not aware of what needed to happen or how long a rebrand should realistically take.
This led to misaligned expectations, rushed creative requests, and inconsistent handoffs.
It also exposed a larger organizational need: ARS did not have a documented, repeatable rebrand framework that could guide future transitions across the 70-brand network.
The challenge was to create a playbook that clarified the entire process, ensured cross-functional alignment, and set a realistic, transparent timeline for leadership across the organization.
Strategy: We focused on building a system that:
Documents every step in a rebrand or brand evolution.
Clarifies roles and responsibilities across creative, operations, media, digital, analytics, and the field.
Sets realistic timing expectations to prevent rushed work and misinformed decisions.
Creates transparency for leadership so they understand the full scope of a rebrand.
Provides templates and best practices that can be reused across the network.
Improves consistency across all creative and operational outputs.
The strategy was centered on making the rebrand process predictable and scalable, while supporting the needs of local branches.
Approach: My approach was to lead a cross-functional effort that brought teams together around one clear, documented framework.
This included:
Reviewing the Allgood rebrand in detail to map challenges and missed steps
Identifying every required deliverable across creative, media, digital, and operations
Creating a realistic, phase-based timeline with dependencies
Capturing workflow details in a structured, easy-to-follow format
Designing a visual guide teams could follow without ambiguity
Using the Allgood rebrand as a case study to show how the process works
Building a playbook that could be handed to any branch and immediately set expectations
This became a living document designed to evolve as more rebrands are completed.
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.
Project timeline showing all cross-functional phases and dependencies required for a full brand transition.
Project checklist outlining all deliverables, team responsibilities, and required steps for a complete brand transition.
Examples of how the updated brand elements are applied across fleet, digital, email, and print touchpoints.
Impact: AThe Brand Evolution Playbook created clarity and alignment across the ARS Network:
Field leaders now understand the full scope and timing of a rebrand.
Creative and marketing teams have a documented workflow that prevents rushed requests.
The organization gained a reusable, scalable framework for future brand transitions.
Expectations are now clearly defined, reducing confusion and miscommunication.
The playbook strengthened cross-functional collaboration across media, digital, analytics, and creative.
This project elevated the role of marketing in brand transitions, ensuring leadership involvement early in the process.
This work laid the foundation for consistent, thoughtful brand evolution across more than 70 local brands.
My role: I initiated the Brand Evolution Playbook after identifying gaps during the Allgood rebrand. I led the strategy, structure, and writing of the framework, collaborating with stakeholders across marketing, creative, operations, media, and analytics. I designed the timeline, captured the cross-functional workflow, and established a clear, documented process for rebrands moving forward. I also shaped how the playbook would be used across the organization and ensured it became a repeatable resource for future brand transitions.