Deliverables:
- Brand strategy
- Brand architecture
- Brand identity
- Marketing
- Video
- Website
The merger of Manchester-based High Access and Leeds-based Nationwide Window Cleaning (NWC) created the need for a new brand strategy. Studio North was tasked with shaping a unified identity and service proposition for the newly merged company, NSS (Nationwide Specialist Services). By combining four core divisions—Cleaning, Maintenance, Testing, and Hire—into a single, cohesive brand, we delivered a strategy to reflect NSS’s ambitious vision: Altogether Better.
Ambition
As part of the first merger between two BGF (Business Growth Fund) portfolio businesses, High Access and NWC sought to form a single brand capable of representing their combined expertise and nationwide reach. Their goal was to reduce operational complexities, enhance market competitiveness, and create a seamless customer experience. The challenge was to unify the two distinct brands while preserving their unique strengths. Additionally, the merger aimed to boost employee engagement and set the stage for significant future growth, including the creation of 1,000 new jobs by 2022.
Direction
Pre-deal, we defined the brand architecture and service proposition for NSS, focusing on the integration of four key divisions. Post-deal, we conducted in-depth research, including brand workshops, to refine the new identity. We leveraged the heritage of both brands by paying homage to NWC’s legacy with the letter “N” and incorporating the arrow symbol from High Access into the new NSS logo. Distinctive red chevrons represent the four divisions, unified under a dark, bold visual identity. Beyond branding, we managed the transformation at every level, from fleet livery and uniforms to developing a new website and launching an internal magazine, Your NSS, to foster unity across divisions.
The breakthrough idea
The concept of Altogether Better encapsulates the merger’s core promise: combining specialist expertise into one streamlined service provider. We aimed to make NSS more than just a rebranded entity but a symbol of trust, reliability, and innovation. The logo and brand elements subtly acknowledge the histories of both companies while projecting a fresh, forward-looking identity. The red chevrons, which symbolise the four core services—Cleaning, Maintenance, Testing, and Hire—are deployed across all marketing materials and physical assets. The use of strong imagery and dynamic visuals reinforces NSS’s presence as a national leader in specialist services.
The breakthrough result
The launch of NSS marked the successful integration of two leading companies into a single, cohesive brand. The identity resonated with both internal and external stakeholders, clearly communicating the company’s new direction. Operational efficiencies were improved by offering customers a unified point of contact across four divisions, while cutting-edge technology and safety standards were embedded in the brand. The launch event at King Street Townhouse made a strong impact in the marketplace, reinforcing NSS as an innovative, national service provider. Internally, the brand workshops and new communication tools, such as Your NSS, fostered a sense of unity among staff, aligning them with the company’s vision for growth.
When you’re facing the complexities of a merger process of this type, you need trusted advisors who have your back every step of the way. From the early seeds of an idea, Studio North were that kind of advisor and helped plot a smooth course through the challenges ahead. Their collaborative process and expertise provided cut-through when we needed rapid decision-making. We now have the right brand platform in place for growth and the future success of NSS.
Niel Bethell
CEO, NSS
