MilliCare - Rebrand - W.Bradford

The Problem

Millicare^® Needed an X Factor

Formerly owned by Milliken & Company, MilliCare® was invested in by The Riverside Company in 2021. However, The Riverside Company acknowledged MilliCare’s lack of brand equity and surmised that they needed an X factor to differentiate them from their competitors. Their outdated branding required an entire remodel.

The Task

A Rebrand of the Millicare^® Core

Brought on for full rebranding work, W.Bradford and MilliCare® began their partnership. After establishing a consistent working relationship, W.Bradford’s full MilliCare rebrand led to stakeholder interviews, redeveloping branding for all aspects of the businesses, and producing high-quality videos. With the internal problems diagnosed from the stakeholder interviews, W.Bradford successfully redefined MilliCare’s brand identity. Through that redefinition process, W.Bradford created countless deliverables and projects to establish consistency across all public-facing channels.

After the departure of MilliCare’s marketing director at the time, there was a hole to fill in the MilliCare marketing department. With the new partnership solidified, W.Bradford stepped in to provide top-to-bottom support on all marketing strategies and execution. W.Bradford worked closely with the  CEO and CGO to determine corporate goals and the best method for  achieving them.

The Deliverables

W.Bradford's Rebrand Execution

Following the discussion of strategy with internal MilliCare® leadership, W.Bradford got to work managing MilliCare’s social channels, designing in-person events, providing collateral, email campaigns, and day-to-day  franchise support.

The Results

Millicare^® is Stronger Than Ever

Now, MilliCare® is the strongest they’ve ever been with their franchise network rapidly expanding. They’ve also established a greater trust between their franchise owners and the corporation as a whole, which did not exist prior to W.Bradford’s work.

Two years ago, The Riverside Company invested in MilliCare but acknowledged that they had weak brand equity, and now, thanks to W.Bradford, that is not the case. We’ve found their X factor.