Pest-End Announces Brand Overhaul

PLAISTOW, N.H. — Pest-End recently announced a company-wide rebranding initiative.

The new, modernized identity illustrates a more progressive direction for the business as part of significant growth objectives over the next decade, the company reports.

The company will roll out its new branding in the coming weeks, including a newly launched website slated for late spring. The company’s logo set, fonts, fleet and uniforms have all been updated.

The rebrand marks another milestone in the company’s recent evolution under the direction of second-generation owners Adam Carace, Courtney Carace and Amanda Forrestall. Pest-End’s goal is to become the largest privately owned pest management company in New England by 2031.

In 2021, the ownership trio determined the need for a more dedicated focus on marketing, including the brand’s visual identity.

Courtney Carace, COO, said she is eager for the future of the company but is not losing sight of its past.

“Since taking over the reins in 2021, Adam, Amanda and I have remained devoted to ensuring exceptional experiences for our team and customers,” she said. “Though eternally grateful for the foundation Pest-End is built upon, we recognize that changes are needed to achieve our short and long-term objectives. Marketing and brand recognition were two areas we prioritized. Bringing our marketing in-house has proven successful, and our rebrand initiative is only the beginning of a multi-year strategy.”

The first significant and comprehensive rebrand since Pest-End’s inception in 1977 will touch all aspects of the company’s visual identity and the non-visual brand components such as the tone of voice and language. A decision to remove the word “exterminator” from the company’s name further enforces modernization initiatives.

Forrestall, CFO, explained the uphill battle of shifting perceptions of the pest management industry and its impact on the already challenging hiring climate.

“The hiring climate in our industry has always had its challenges due to preconceived notions so many have,” she said. “However, we have been fortunate to continue to grow our team organically, focusing on our core values and company culture. The new look of our brand helps to modernize our business and has already sparked an uptick in interest from potential candidates, not just customers.” 

Adam Carace, CEO, said he realizes the significance of the company’s past with its corresponding success today.

“While the rebrand is significant to help us achieve our goals, we have never lost sight of our past and what has successfully brought our company to today,” he said. “At its core, Pest-End remains a family-owned business with decades of guiding principles that provide us with a launching pad for our future. As a team, we knew that some changes were needed to help better establish Pest-End as a top-tier business offering quality services.”

Jennifer Hill, marketing director, said the timing of the rebrand allows the business to benefit from the shifts taking place within the industry.

“Pest-End’s new visual identity and simplified digital experience will help allow our brand to play on a far larger regional stage and capitalize on the industry acquisitions in the New England market,” she said. “Since joining Pest-End in April of 2021, this rebrand has remained my core focus for eight months. The pest management industry has always been slower to adapt and remain current with marketing and branding best practices. From my experience, companies in this industry often view their brand as an afterthought, which is such a missed opportunity. I have been pleasantly surprised to see how open, eager and determined the Pest-End team is to create a solid foundation for the company’s marketing and branding. Their enthusiasm for my role and what I add to the business has truly made this rebranding initiative far less daunting than projects of this magnitude tend to become.”