Our Rebrand Story.
How Milligan’s new brand reflects more than a decade of growth, a global vision, and our commitment to being trusted advisors in tolling and mobility.
As Milligan has grown over the last 13 years, so has our vision. We started this company with a clear mission: to build long-term, mutually-beneficial relationships with our customers by providing innovative, reliable solutions. Over time, we’ve expanded our team and our services, strengthened our partnerships, and responded to the ever-evolving needs of our industry.
About a year ago, we realized it was time for our brand to reflect this process. We had over a decade of experience as Milligan Partners so we knew what value we brought to our customers and the tolling community. We also knew what drove our people to bring their best to work everyday and what set us apart from our competition. However, we also knew there were things we didn’t know. So we hired a marketing and branding consultant to guide us through a process of self-discovery and planning for our future.
Our Process
We are known for taking a holistic, research-based, collaborative approach to addressing our customers’ challenges so it made sense for us to turn this process inward. Through interviews with customers, partners, and employees, surveys, workshops, group discussions, and lots of desktop research, we learned more about ourselves, our company, and our place in the industry. Our consultant helped us verbalize our brand position, brand voice, and messaging. From there we were able to develop our company mission, vision, and values.
We then worked with a graphic designer to develop a visual identity that reflected our brand. Whatever we came up with, we knew it had to look good on conference swag. We contemplated different colors and decided on a blue-green gradient to add some whimsy and texture. Cool colors felt right considering our research showed customers highly valued our friendliness, flexibility, and the ease of working with us. Keeping the “M” mark was important to us, as it was recognizable and had served us well. We felt “trusted advisors in tolling and mobility” was the tagline that best described what we do.
What’s Changing
This rebrand is more than just a logo and some words. We are working to ensure all of our work incorporates our mission statement, and our values are represented in everything we do.
Modernized Logo and Visual Identity – A sleek new design that captures the essence of our holistic methodology and forward-thinking approach.
Revamped Website and Digital Experience – An enhanced web presence that includes updated information on our people, experiences, knowledge, approach, and services.
New Company Mission, Vision, and Values – A formalization and recommitment to the principles that have contributed to our success in the tolling and mobility industry.
What’s Staying the Same
If you’re a customer or partner, rest assured that nothing changes in how you interact with us (except our emails). Our new brand is simply a reflection of our continued growth and innovation.
Company Structure - We are still the same company driven by the same core values; we now have a framework to better integrate them in all facets of our work.
Leadership Team - Matt and Tyler are still our managing partners and one of them leads each client team.
How We Do Business - Our holistic methodology for problem-solving and our customer-centric approach remain the same.
This rebrand marks the beginning of an exciting new chapter for us. Our team is growing and new partnerships are being formed across the globe. The rebrand is more than just a new look–it’s a statement about our future. We’re excited about what’s ahead and grateful to have you with us on this journey.