Steiner Corporation

Salt Lake City, UT

One of the leaders in textile services, Alsco currently operates in 70 facilities in nearly a dozen countries throughout the world. The name “American Linen” had become self-limiting because the company was now global and, too, it now offered a broad range of services beyond linen supply. The company was advised to change its communicative name to “Alsco” and to more thoroughly transform itself into a global service organization under a common brand identity and value proposition: “First in textiles worldwide.”