WillScot

From Public to Performance, Creating a Customer-Focused Brand

Spun out of a large multinational, we helped WillScot navigate multiple acquisitions and integrations, culminating in going public. Our performance-based marketing program and platform aligned with the company’s corporate strategy, positioning WillScot as a customer-focused brand and the leader in mobile office solutions. 

Challenge

Disparate cultures under one brand
WillScot was in desperate need of a solid, unifying value proposition and identify to differentiate itself from the competitive.

Solution

Refine value proposition and enhance storytelling
Refine the brand and visual system to elevate the offering and successfully integrate 18+ acquired brands without eroding brand trust or integrity.

Result

Market domination
Successfully integrated and unified disparate employees and sales teams, enabling WillScot to dominate the market.

The blue WillScot logo

A WillScot modular space being moved into place by a crane with a man guiding it down into position

WillScot's "Ready to Work" slogan on a blue backdrop

WillScot branded tape pressing over the edge of a white box

The ready to work key icon for WillScot

  1. The old WillScot green and white logo
  2. The new WillScot blue logo designed by BrandExtract
AfterBefore

An example of the new WillScot brand font chosen by BrandExtract

Primary Blue

Dark Blue

Gray

Light Blue

Green

An example of a blue WillScot business card designed by BrandExtract

A blue WillScot Mobile Mini banner hanging out side of a building

“Putting customers first to develop
a customer-centric brand”

We encapsulated WillScot’s true value for all audiences – customers, employees and shareholders – through the brand promise of “Ready to Work.” By focusing on enhancing the customer’s productivity, this approach prepared WillScot for growth by emphasizing the brand’s critical differentiator—its customer-centric service.

Connect to the Story

Real-Life Applications at Work

We removed all visual clutter, focused on the product in use and showcased the professional "Ready to Work" interiors of WillScot’s mobile spaces.

Taking Viewers Inside Productivity

Throughout every medium, our bold approach highlighted the brand’s confidence in its promise, featuring customers ready to work at their best.

The welcome stand at the WillScott Experience

A giant stylized "W" and "E" standing outisde of the WillScott Experience

The display floor of the WillScott Experience showing off all the great new features for temporary and modular spaces

Branded WillScot display cubes at the WillScott Experience

An illuminated desk display at the WillScott Experience

  1. A rough sketch of WillScot's wrap around displays designed to go on pillars for the WillScott Experience
  2. WillScot's wrap around displays attached to pillars at the WillScott Experience
AfterBefore

The WillScot Essentials catalog featuring the cover and a glimpse inside of WillScot's modular and temporary spaces

The outside door of a WillScot modular space

Construction managers and engineers looking over plans at a conference table in a temporary space from WillScot

Two cubicles set up side by side in a modular space from WillScot

A small table with fold out chairs surrounding in a makeshift break room in a WillScot modular space

An image of a modular desk with a drawer open

We Build Brands That Grow

Whether new to the market or experiencing transformational change, we design bold brand expressions and create campaigns that deliver measurable outcomes.

Let’s Get Building

Consolidating Companies and Cultures

Rapid growth through M&As required the cultural integration of companies and the consolidation of multiple brands. This branding initiative brought all employees together into one motivated force through a unified look and messaging.

The WillScot and Mobile Mini logos side by side

A video breaking down WillScot's vast inventory of modular spaces and unmatched capabilities
  1. An image showing the combined WillScot and Mobile Mini landing page
  2. Two screenshots showing the newly designed WillScot and Mobile Mini web pages
AfterBefore

A screenshot from the newly rebranded WillScot website

WillScot imagery plastered around glass doors inside their headquarters

Cube stands with the new WillScot brand designs plastered across them

Impact

Ready to Work

Award-winning work that fuels growth

Our strategic rebranding and marketing initiatives have propelled WillScot to market leadership, creating a unified, customer-centric brand renowned for its dedication to customer productivity and satisfaction, solidifying its position as an innovator in mobile office solutions. This comprehensive brand transformation earned multiple prestigious awards while successfully navigating complex integrations and preparing WillScot for its public market debut.

Awards

  • W3 Web
  • 4 HBMA Lantern Awards
  • WebAward

Impact

  • Successfully integrated four major companies plus 8+ additional acquisitions into one cohesive WillScot brand and seamless product architecture
  • Guided transition from private acquisition to public entity, crafting investor messaging that positioned WillScot as the definitive market leader ready for explosive growth
  • Transformed "Ready to Work" from tagline to authentic organizational promise that unified the entire rebranded company 

More Impactful Work

We Build Brands That Perform

For B2B organizations navigating growth, change, or complexity, we develop brand strategies, systems and sales enablement plans—alongside campaigns—that clarify and communicate value, align stakeholders and drive measurable impact.

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