EMC Carpet Care came to ThoughtLab for advertising consulting. After discussing their desire to target a specific market based on house size, we abandoned their original plan for broadly focused newspaper advertising and developed a targeted campaign using door hangers. In looking at who they are and what differentiates them, we distilled the essence of their brand: a group of clean cut guys focusing on great customer service. We helped them determine that "EMC Carpet Care" was not memorable and developed a new name: "Cleanville."

The new brand emerged focusing on 1950's design; a time when people really were "clean cut" and organizations had a more personal approach to customer service.