Rentokil Pest Control, a global household name, wanted a change of image to refresh and strengthen their position in the industry worldwide. fst’s response reinforced Rentokil’s unique proposition.

How do you bring new life to a well-known brand in a decidedly unattractive environment and turn a negative perception into a positive?

Pest control is vital to the successful operation of a wide range of businesses and organisations, requiring specialist knowledge and efficient service. However, the sight of the rat man outside a business or private home, is not always welcome.

fst picked up on the factors which set Rentokil apart from their competitors: By using staff as brand heroes across all communication materials, Rentokil were able to present the friendly face of their experts. New photography, a redrawn logo and comprehensive guidelines gave a welcome boost to an established brand.

fst refreshed and reinvigorated the brand identity and personality, which launched in Europe and subsequently rolled out worldwide.