City Central Group was a cleaning industry leader with almost 30 years of experience providing cleaning, waste removal and recycling, window cleaning, grounds maintenance and other related services. The business had grown through a commitment to customer service and had an enviable client list including Cricket Victoria, Arts Centre Melbourne and Tennis Australia. Australian Open event success acted as a catalyst to evaluate the City Central Group purpose, brand name and identity. The name ‘Cirka’ was created to reflect the company’s brand value of being ‘at the centre of the solution’ for their clients. The new name proved pivotal in transforming the business from being the cleaning experts into one that offers a total management outcome.