Refreshing a pest control powerhouse
The Problem
Nobody really likes to talk about pests. They’re creepy, crawly, and not very fun to deal with. The problem with Terminix’s old brand guidelines? They were a little too tough—industrial, even.
The tone was all rough and rugged, no comfort. And when you’re talking about things like termites and bedbugs, people don’t just want solutions—they want to feel reassured. Terminix needed a refresh that softened the tone, made their brand feel less like a pest control drill sergeant and more like a calm, comforting guide.
The Fix
It kicked things off with a deep dive into how people saw Terminix and where we could stand out in a crowded pest control market. Working alongside the brand team, we ran user perception surveys to understand where we were hitting the mark—and where we weren’t. This data helped shape the messaging and visual tone of the brand refresh. Armed with those insights, I put together new brand guidelines that were simple, cohesive, and aimed at bridging the gap between a legacy company and modern expectations.
Scope of work.
- Discovery work: Collaborated with the brand team to conduct surveys aimed at understanding how Terminix was perceived in the pest control market. We used this data to guide the messaging and tone for the refresh.
- Brand guidelines creation: Crafted a set of simple, easy-to-follow brand guidelines that captured the new positioning of Terminix. This included updates to the visual identity, voice, tone, and how the brand should be presented across channels.
- Team education: Led an all-hands session to educate the marketing team on the new guidelines, ensuring everyone was aligned on how to use the refreshed brand in their day-to-day work.
- Ongoing collaboration: Continued working with the brand and marketing teams post-launch to ensure that the new guidelines were being followed and evolving as needed.
Meet the new, friendlier Terminix.
Outcomes.
- Positive market positioning: By addressing key user perceptions, wants and needs, the refresh helped Terminix stay relevant in a modern market without losing its legacy appeal and trust.
- Increased team alignment: The all-hands session ensured the marketing team was confident and aligned on the new brand direction.
- Cohesive identity: The new guidelines provided a unified voice and visual identity for Terminix, allowing the company to present a consistent, modern face across all platforms.