REBRANDING EXPERTS MANAGES TRANSFORMATION OF RIEGEL LINEN, T-Y GROUP AND HARBOR LINEN TO 1CONCIER


Rebranding Experts provided strategy and support for the formation of 1Concier, capping off the merger and rebranding announcement of Riegel Linen, T-Y Group and Harbor Linen. The combination forms an industry-leading provider of textiles and OSE for hotels, cruise lines, restaurants, commercial laundries, linen suppliers and long-term healthcare facilities.


The firm provided rebranding strategy, naming, identity design, internal and leadership communications, change management, PR and launch counsel.


The 1Concier brand name builds off the heritage of high-service, entrepreneurial drive of the three legacy companies and highlights the role they play in delivering quality linen products that ensure a comfortable and memorable experience for hospitality and healthcare guests.


“As our new name indicates we are all about exceeding expectations to enrich the guest experience,” said CEO Chris Nelson. “We know how to solve the challenges hospitality and healthcare organizations face. Using our consultative approach and industry expertise we guide customers through the available product options or design custom solutions specific to their needs.”


Rebranding Experts is the only firm established and purposefully designed to support organizations through the rebranding process. The firm doesn’t see rebranding as a marketing strategy but rather an enterprise-wide strategic growth accelerator, demanding a broader set of capabilities than what a typical marketing or branding firm delivers. The firm has aligned all these needed capabilities from brand strategy, research, creative naming, logo and brand graphic identity design, leadership engagement, employee engagement and internal marketing, change management, marketing, signature launch events, PR, and measurement to best guide client’s rebranding initiatives.


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