Brand. New. Thinking.

A BrandLift™ is more than an update to a corporate logo, color palette, or name. It is a new attitude, a rejuvenated set of principles and new focus on company values: A break in a paradigm. It is acknowledging how tolerant and malleable messaging needs to be without compromising identity. In today’s market this is proving to be a good idea. Here is an example of one of our most recent BrandLift projects.

E-waste Services, a non-profit organization, wanted to build awareness for their free electronics-recycling service for consumers and businesses. With a stagnant website and little media attention, the company relied heavily on the word-of-mouth of a few clients and a small ad in the local community publication to market their services. The founder, Evelyn O’Donnell, wanted to put a friendlier face on the recycling industry as well as position herself in the media as an active, community-focused individual.

Historically, E-Waste Services has offered recycling as a vehicle for giving back to others. O’Donnell’s philanthropic ventures have included raising funds to send volunteers to New Orleans to build homes for Katrina victims; raising money to buy new computer equipment and supplies for local elementary schools; and working with an assisted living facility to raise money for families in need of financial assistance.

After careful analysis (Brand AscertainmentTM), Pacifico concluded the best course of action was to re-launch e-Waste Services with a fresh identity, one that was more endearing to the average viewer, sparked their curiosity, and forged the urge at an emotional level to become active in environmentally friendly activities.

Our team went to work, crafting the expression of a new name for e-Waste Services, one that reflected both the environmental awareness of the company while maintaining roots in the technology aspect of their work. “Green Mouse”
was born. ‘Green’ to maintain the environmental focus of recycling, and ‘Mouse’ as a cute reference to technology, i.e. computer ‘mouse’.

We then developed a round of logo concepts that further communicated this idea, the chosen one being a group of green mice circling each other to form a
classic recycling symbol. The team then focused on revamping a stale, uninteresting website into one that reflected GreenMouse’s new identity as a purpose-driven company, creating jobs and giving back to the community.

This BrandLift effort resulted in a very simple, vibrant Website that featured the new GreenMouse logo and color scheme prominently on the landing page. In addition to a more endearing “Who We Are” section, the creative team installed tabs such as “What We Recycle”, “Events/Fundraisers”,and “Mouse Bits” (fun factoids about recycling), encouraging viewers to participate in environmentally conscious activities.

To further the BrandLift our media outreach team struck gold, landing a TV news segment with CBS 5’s “Green Beat” reporter, Jefferey Schaub. The PR team also made contact with the San Jose Mercury News, the largest print news publication in the area and secured a briefing with personality profile reporter, Patty Fisher. The resulting article was a poignant piece on O’Donnell’s background including her story of forming the company.

After beginning with little public awareness, Pacifico helped transform GreenMouse’s image from a small, grass-roots organization, to a legitimate company in the recycling industry. Today, GreenMouse is experiencing new found success and has partnered with several large corporations to handle their e-waste recycling, including Best Buy, Siemens, North American Title,
and Jenny Craig.

Mary P. Curtis
CEO

3880 So. Bascom Ave., Suite 215
San Jose, CA 95124

Voice: (408) 559-8880
Mobile: (408) 888-7872

email: mcurtis@pacifico.com
Web: http://www.pacifico.com