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In 2001, Guido DiIorio became part owner of a paper-shredding and recycling firm called ACROA. It was apany, with a few employees, but had been operating since the 1980’s. DiIorio was interested in growing the business. After researching the market and discussing his goals for the business, we created a new brand, logo, and marketing plan. Gone was the ambiguous ‘ACROA’ name (which was an acronym, but customers didn’t know what it meant or what the company did), and in its place, was a new name and identity – NeoShred.

NeoShred Logo

The brand framework for NeoShred was based on differentiation from established document destruction companies. Rather than staid logos and traditional blue/gray color schemes, NeoShred had a more evocative logo, a unique name, and adopted a green logo to identify it as a more sustainable firm.

After developing the logo and brand platform,  a letterhead system, website, and even decals for the firm’s growing fleet of service vehicles were created.

Over 16 years, with its solid brand platform and digital presence, NeoShred grew from a small two-person firm serving a niche in Akron to a 14 person company serving companies from Western PA to Toledo, and as far south as Columbus. It expanded its physical footprint twice, grew its service fleet from one box truck to a fleet of half dozen vehicles. After providing jobs to scores of people and becoming the largest independent document destruction firm in northeast Ohio, the owners of NeoShred sold the firm to a national conglomerate as the industry was seeing consolidation.