Services Provided: Competitor Analysis, Brand Strategy, Brand Identity, Creative Development, Web Strategy, Content Planning & Creation, Responsive Website Design & Development, SEO Consult and Ongoing Performance Management
The Challenge
FenceLine Rentals initially partnered with Urban Jungle to evolve its visual brand, enhance its website, and develop new content and strategy. The result was a more engaging web presence with intuitive navigation and strong visuals. However, as the company expanded, new market opportunities emerged, presenting a challenge: how to enter these markets without diluting the well-established FenceLine Rentals brand.
To address this, FenceLine decided to launch a new division—FLR Waste Services—focused on providing local and economical waste disposal, garbage bin rentals, and recycling collection for the Greater Edmonton Area. The challenge was twofold: create a distinct and compelling brand identity that would stand out in a crowded industry while maintaining a connection to the trusted FenceLine Rentals name.
FLR Waste Services needed to appeal to a diverse audience, including commercial, construction, residential, and municipal clients, in a market dominated by both large multinational corporations and small local competitors.
The Solution
Given our previous work with FenceLine, we had an in-depth understanding of the brand’s values and market position. Our strategy began with comprehensive competitor analysis and market research, revealing a key differentiator: customers valued local businesses that created jobs and supported their communities. By positioning FLR Waste Services as a locally rooted company with deep community ties, we could effectively target prospects whose values aligned with those of FenceLine.
Visually, we leveraged elements of the FenceLine Rentals identity—its straightforward, professional tone, navy blue and bright yellow colour scheme, and bold typography—while introducing new elements to distinguish FLR Waste Services. A splash of vibrant pink was added to inject personality and energy into the industry’s typically utilitarian aesthetic. This colour scheme was consistently applied across the brand’s logo, stationery, brochures, and truck livery, creating a recognizable and engaging visual identity.
To further reinforce FLR’s brand story, we integrated community-focused messaging throughout its marketing materials. The brand’s voice was designed to be both professional and approachable, balancing business-minded expertise with a sense of personality and community engagement. This approach extended to digital platforms, where we developed an engaging website optimized for user experience.
The website was built for easy navigation, featuring clear service descriptions, compelling imagery, and strong calls to action to drive customer interaction. Integration with Salesforce ensured seamless customer management and conversion tracking, while an AI-powered chat feature provided quick support and enhanced user engagement.
The Outcome
With a strong brand strategy in place, FLR Waste Services successfully launched as a distinct yet connected entity within the FenceLine Rentals family. The refined visual identity and messaging positioned FLR as a trusted, community-oriented waste management provider, allowing it to carve out a unique space in a competitive market.
The bold, engaging web presence increased customer interaction, improved navigation, and strengthened brand recognition, ensuring that FLR Waste Services could effectively attract and retain clients across all target segments.
By blending strategic branding with purposeful design, we helped FLR Waste Services make a lasting impression, not through noise or gimmicks, but through clear, intentional brand storytelling and a strong connection to its local roots.