REBRANDING FOR GROWTH

Verax Hire (formerly Brent’s Rental Solutions / Brent’s Rents)

When the Clermont Group acquired Brent’s Rental Solutions, they quickly realised the brand’s perception was limiting its potential. dms CREATiVE was brought in to redefine the brand from the ground up.

dms CREATiVE Director and Head of Brand Strategy, Kym Ebenestelli, explains that Brent's Rental Solutions was misaligned with the Clermont team’s growth and expansion goals. "The Clermont Group knew what they wanted, but didn't know how to drive the brand transformation. They approached us, and together we initiated a comprehensive rebrand. We created an entirely new identity, including name, website and marketing collateral, that truly encapsulated the robust strength and unwavering potential of the business."

The complete [rebrand] solution

Brent’s Rental Solutions, traditionally a small, family-run operation catering to handymen and residential builders, needed a total rebrand to increase their reach to more significant commercial projects.

"This was a significant rebranding exercise, and collaborating closely with the Clermont Group to understand their vision was critical. We aimed to ensure they had complete buy-in, not just dictate the changes. By building this partnership, we were able to shape a brand identity that truly reflected their aspirations and resonated with their target audience," reminisced Kym.

Brent’s Rental Solutions looked towards dms CREATiVE for their rebrand, and the journey kicked off with our signature Brand Building Workshop Series, setting the foundations for their brand strategy, where we formed the foundations for:

New brand name development: Initially rebranded as “Brent’s Rents” as a temporary solution, dms CREATiVE worked closely with the team to develop a new, lasting brand identity. After considering multiple concepts, the name "Verax," Latin for "trusted", was selected, encapsulating the company’s commitment to reliability and excellence.
Visual identity overhaul: Our design team created a bold logo, chose an industrial typeface, and integrated safety-inspired colours to project a strong and professional brand image.
Website development and marketing collateral: Having developed a dynamic new website, we also created branded materials to maintain consistency across all customer touchpoints, including sales documentation.
Capability statements: We created a capability statement to position Verax Hire as a serious competitor in the broader market, attract larger clients and ultimately win contracts and secure new business opportunities. This marketing collateral was designed for use in tenders, proposals, and throughout the procurement process.

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A trusted brand transformation

The transformation from Brent’s Rental Solutions to Verax Hire brought to life a brand that exudes confidence, trust, and industry authority. With a sharper focus on high-value commercial projects, an enhanced market presence, and clear messaging, Verax Hire now stands as a stronger, more competitive force in the industry, resonating with a broader audience.

Explore the visual elements on the Verax portfolio page