Case Studies / Raw Hire

Overview

McLaren Hire was a leading vehicle hire company servicing Western Australia’s northwest and beyond with a fleet of almost 1,000 vehicles. After a successful thirteen years, the company, which had doubled its growth each year and was continuing to garner success within the resource sector, needed to rebrand with a new name and identity.

Problem

With a similar hire company running in Perth – which also used the family name McLaren – directors Lisa and Sean Clarke were required to trade under a new name, as was the other company. They seized on this as an opportunity to grow as a company and capitalise on the strength they had built. Block was commissioned to provide brand strategy, naming and a new look that would retain the strength and success of the brand and carry it into a new era. Subsequent advertising, car signage, building signage and marketing collateral would be required to advertise the new brand and retain the assurance of existing and future customers of the company’s continuing success.

Solution

After a series of workshops, Block presented a naming direction that tipped its hat to the Pilbara origins of the company, its strength as a brand and as an industry player, and something that would be easy to remember throughout the busy mining and resource sectors. The chosen name ‘Raw Hire’ then required an identity that matched its bold and honest nature. A simple graphic device was designed to replicate a minimal landscape, with the big blue sky and stretches of red earth found in the Pilbara region. Following on from the approved name and identity, a 30-second television commercial and two 30-second radio spots were produced to introduce the new branding and provide general overview of the Raw Hire brand. The company’s fleet was re-stickered with the new branding, and direct mail pieces were sent to the company’s database. Ongoing press advertising and additional marketing collateral is currently being produced.