VDLA
Brand Strategy and Design

PureStar

For this private equity-backed firm, we created a new brand that is transforming a critical segment of the hospitality industry.

Formed through the merger of three regional leaders in the commercial laundry market, PureStar has become the leading global provider of linen management and laundry services to the major hotel chains. 

We led a collaborative branding process over a period of months, working with the leaders and founders of all three companies and their primary investors. Together, we defined a new category for PureStar, making it the only global organization of its kind. 

What we did: brand positioning, brand architecture, naming, logo design, tagline, website design, print design, implementation management

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