Glowi

Het Poetsbureau: a strong brand in Flanders in the service check industry. With nearly 9,000 employees in just a few years, excellence is in the cleaning company's dna. But the ambition went further: constant investment and innovation.

This brilliance will now happen under the new umbrella brand Glowi, which was conceived by our branding department. The new brand architecture facilitates the evolution of the service checkout company into a service company.

The new structure has three pillars:

• Glowi jobs becomes the new name for all existing and future activities in the labor market.
• Glowi facilities groups all existing cleaning activities of 'Het Poetsbureau for business'.
• Last but not least: The Cleaning Bureau remains a separate branch within the evolution towards service company and becomes 'part of Glowi'.

The question? How could we create a new brand from the strong foundations of Het Poetsbureau, with care and respect for its individuality and values? Our task was to simultaneously nurture the existing brand capital - while continuing to write a new story.

The new brand structure creates room for expanding activities. Futureproof, in other words. Glowi no longer just makes houses shine in Flanders, but ensures excellence all day long—at home, in the company, and on the job.

Lex & Turner developed every touchpoint of the large-scale media campaign, which gives Glowi instant momentum. The TV commercial dwells in Wes Anderson-like atmospheres. The radio spots provide a tactical injection.

We also took care of the flawless transition of all social media brands and channels and the entire PR component. Full blown, full service. That's where we shine for a moment.