< backCitrica

In 2008 Impact was commissioned by a long-standing client to look at its ability as a brand to evolve in the commercial cleaning industry.

Impact's strategic work identified that whilst the company was well placed to move forward, the brand was not. Research also showed a very niche opportunity to "green up" the brand, ahead of its competition, could lead to the brand values matching the requirements of its client base in the years ahead.

With Corporate Social Responsibility placing such a high demand on its potential customers, a green shift would take Citrica right to the heart of its changing market.

A name change for a company that has been at the top of its game for many years required significant change management and awareness. This was all planned hand in hand with the Board at Citrica.

With its recent accolade of being a "Sunday Times Best Green Company" as well as becoming an official supplier to Boris Johnson's Green500, the Citrica brand is now well placed to appeal to the new demands of its potential client base.