Rebranding Marketing Case Study

Background

Oregon Linen & Uniform has been a trusted uniform provider in Oregon since 1944. For over eight decades, they have served businesses across Oregon from the coast to the Willamette Valley and beyond providing the products and service that local businesses depend on. 

But there was a problem: their brand and website no longer reflected who they actually were. The old messaging and website leaned heavily into linens, a product category they no longer provided. The reality is that Oregon Linen & Uniform’s core business is uniforms and a wide range of additional products, not linen supply. Their brand identity had drifted out of alignment with their actual offerings, creating confusion for potential customers and underselling their true capabilities.

The Challenge

The team at Oregon Linen & Uniform came to us with a clear frustration: their name, website, and marketing materials were sending the wrong message. Customers searching for uniform services weren't finding them, or worse, were dismissing them as a linen-only provider. At the same time, they didn't want to walk away from a name with decades of brand equity. The challenge was to evolve the brand, not erase it.

Key challenges included:

• Outdated brand identity that emphasized linens over their primary offering: uniforms.
• A website that misrepresented their product catalog and confused new customers.
• No visual connection to their Pacific Northwest heritage or coastal + inland service area.
• A name that needed to evolve — adding "and Uniform" — without abandoning 80 years of recognition.
• Missing print materials (business cards, customer referral cards, and flyers) that could carry the refreshed brand into the field.

The Approach

We approached this project as a strategic brand evolution, not just a refresh. Every decision was anchored in Oregon Linen & Uniform's real story: who they are, what they offer, where they come from, and who they serve. 

Our work included:

Name Evolution: Introduced "Oregon Linen & Uniform" to officially expand the brand name without discarding decades of equity. The updated name immediately signals uniforms as a core offering.

Logo Redesign: Created a new logo that incorporates a Pacific Northwest tree, nodding to Oregon's landscape and their local roots. The design also features a wavy, fluid element representing the Oregon coast as a visual reminder that they serve businesses from the shoreline to the interior.

Color & Visual Identity: Developed a refreshed color palette and design system grounded in Pacific Northwest aesthetics. The visual identity communicates stability, heritage, and regional pride.

Brand Messaging: Rewrote website copy and brand messaging to accurately reflect their product lines, leading with uniforms and correctly positioning their full catalog. Messaging highlights the local, relationship-driven service that differentiates them from national providers.

Website Redesign: Rebuilt their website to serve as a clear, conversion-focused resource for potential customers featuring accurate product categories, their Oregon story and service areas, and easy paths to get in touch.

Print Collateral: Designed business cards, customer referral cards, and flyers in the new branding — giving the Oregon Linen & Uniform team cohesive, professional materials to use in the field.