ABM

Elevating an Essential Facilities Provider to a Partner in Possibility

Each day, ABM Industries ensures over 6 billion square feet of office buildings, airports, stadiums, data centers, universities and distribution centers are more resilient, intelligent and connected.

As the company invested in expanded, tech-enabled solutions, ABM saw an opportunity to elevate brand perceptions, shifting from a janitorial and maintenance provider to a partner that makes spaces smarter, modernizes infrastructure and transforms facilities across HVAC & Mechanical, Mission Critical, Power and Cleaning solutions.

To define this new chapter, ABM looked to Material. Over a three-year period, we partnered closely with ABM to reposition the company, building alignment across internal and external audiences and setting the stage for a bold, enterprise-wide rebrand.

WHAT WE DID

Brand Architecture
Brand Positioning
Creative Campaign
Content Development
Channel Strategy
Media Planning & Buying
CRM

Approach

Research + Insights: To identify growth opportunities for ABM, we conducted an in-depth brand perception study with operations leaders across key industry sectors. Our brand architecture process realigned ABM’s offerings, solutions categories and service lines—for a more cohesive and compelling story.

Brand Relaunch: Working alongside ABM executive leadership, we finalized the new ABM brand positioning: Driving possibility, together. Around this unifying idea, we crafted the positioning statement, brand pillars and supporting proof points to anchor the strategy.

360º Brand Campaign: Our integrated creative platform engaged industry leaders across digital channels, CRM programs, trade partnerships and event marketing. The rollout extended across the new ABM website, thought leadership and sales enablement. At the center was a 90-second video Material produced for the ABM home page.

39M

Total impressions

10.1M+

Video views

209K

Website visits

Outcomes

Launched in 2025, the campaign has surpassed projections, strengthening ABM’s ability to cross-sell and attract customers through higher-value integrated offerings. Through the unifying idea of Driving possibility, together, ABM and Material are transforming the company’s role in the marketplace.

Today, clients and prospects increasingly view ABM not through the footprint of their facility, but as a strategic partner driving measurable value for their business.

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