Rallying Associates Around
a New Brand Identity
Rallying Associates Around a New Brand Identity
INDUSTRY:
Home Warranty
SERVICES PROVIDED:
• Associate Engagement
• Graphic Design
• Video Production
• Photography
• Strategic Counsel
• Materials Development
Challenge
You might think that communicating the adoption of a new corporate identity would be a cinch – particularly when Cinch was your new name – but that wasn’t the case for Cross Country Home Services, a leading provider of home warranties. Although the company had invested significant resources in preparing for the launch of its more modern, tech-forward brand, it ran into unexpected delays in the timing between the internal and external announcements of its new positioning.
Solutions
Results
Cinch enjoyed strong participation in company activities, great attendance at company town hall and department meetings, and record scores on employee surveys.
THE WINNING INSIGHT
Brand launches are about more than logos — they’re about loyalty. With Cinch, the challenge was turning a delayed announcement into an internal rallying cry. By focusing on associate engagement and emotional connection, we transformed a tricky communications timeline into a powerful opportunity to build culture.
From teaser campaigns to launch day celebrations, every tactic reinforced that the new brand wasn’t just a look — it was a shared identity. The result: a workforce that didn’t just wear the brand, they owned it.
“The Game 7 team was instrumental in launching our new brand, keeping our employees excited throughout the rollout with some really clever activities, giveaways, and events.”