The Background

Asbell Companies began moving earth in 1996 as a small excavating business (Jeff Asbell Excavating & Trucking) with one dump truck and a backhoe. Today, carried on by Jeff’s son, Jake, Asbell Companies has grown into a multi-million-dollar enterprise with eight subsidiaries ranging from excavating to habitat management, and environmental compliance to an air center.

The Problem

How can Asbell Companies take their brand to the next level?

As a pillar company in the local community with successful expansion into regional and national markets, Asbell had a unique combination of challenges and opportunities. Maintaining the individual identities of the Asbell subsidiaries was beneficial for their diverse service offerings and existing client relationships. However, uniting the separate business units under one brand would optimize marketing strength, particularly for large-scale project bidding. The questions that came to mind, how can the branches of this organization be effectively united in a bold and proud new way? How can Asbell Companies take their brand to the next level?

The Solution

A unified brand and a beautifully designed online presence

To turn this branding challenge into an opportunity, they looked to Ramsey MediaWorks. We developed a strategy that resulted in a unified brand and a beautifully designed online presence for the Asbell Companies. The parent site showcased each of the Asbell divisions using stunning photography and video, digital design, and linked microsites, tying the parent brand to the individual subsidiaries. In most cases, full individual websites were updated and retained to highlight their broad spectrum of services in greater detail. Our solution allows Asbell to present the best of both worlds: a unified, yet multi-faceted range of services to meet all their clients’ needs, large or small.

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Asbell Companies Case Study