New System Linen Service
Before: New System Laundry truck signage wrap.
After: New System Linen Service truck signage wrap, redo.
Sq'Wash the sasquatch New System mascot, printed pulpboard coaster
Sq'Wash the sasquatch New System mascot, printed pulpboard coaster (and business card)
Sq'Wash the sasquatch New System mascot, team silkscreened tshirt, double-sided
Link: New System Plant Tour Video, Portland, OR (approx 3 mins).
New System Linen Service — Brand Redesign & Marketing
New System Linen Service has been a Pacific Northwest institution since 1917, a fourth-generation family business that survived a devastating fire in the early 1960s, navigated near-flat operations during Covid, and rebuilt to surpass pre-pandemic levels. That kind of staying power deserves a brand that reflects it.
The problem was clear: the name "New System" meant nothing on its own, and the existing truck wrap reinforced the confusion with scientific imagery and abstract iconography. Research confirmed that the hospitality and foodservice clients the company served wanted immediacy, clarity, and a vendor with a confident, professional presence.
The redesign was collaborative. The tagline "Pacific Northwest Born and Raised" came from the service manager, a long-term employee with immediate instinct for the company's culture and customer base. The VP of Sales conceived a Pacific Northwest mascot he named Sq'Wash, combining sasquatch and wash, a piece of wordplay that gave the brand genuine regional character and personality.
The logo was refined alongside the wrap, shifting to a deeper PMS blue, removing a shine detail for a cleaner mark, and adding "Linen Service" so the brand could introduce itself on sight. The fleet wrap was rebuilt around a simple, direct identity. A truck is a moving billboard. An understated, vague design on that surface is not neutral, it is a missed opportunity.
Sq'Wash extended the identity beyond the fleet, appearing on sales coasters with staff business card information on the reverse, and on a staff t-shirt worn by all employees. A plant tour video was produced for prospective clients unable to visit in person, with a three-minute standard cut and a one-minute short-form edit for sales use.
Digital advertising across Google and Reddit drove traffic and awareness within the hospitality and foodservice communities the brand served, supported by a steady presence on LinkedIn and Instagram. More on digital advertising strategy and platform insights coming soon.