Sandstrom Partners has created branding for Recology, a large-and growing-Northern California-based waste management company.
Previously named NorCal, the waste remediation company hired Sandstrom to help communicate its dramatic metamorphosis from a traditional garbage service to a "resource recovery" company that recycles 100 percent of all collected waste, leaving none to landfills.
"The idea behind this rebrand was to establish Recology as a visionary leader in resource recovery," commented Sandstrom president Jack Peterson. "It compromises the competition as stuck in an outdated paradigm and motivates the municipalities Recology serves to align themselves with a forward-thinking solution."
Sandstrom conducted extensive research with key stakeholders and customers to help inform a brand strategy that resulted in a completely new identity for Recology, from collateral to truck graphics. But most important it drove a name-change from NorCal to Recology, with the tagline "Waste Zero," that reflected the company's dramatic change from waste disposer to waste recovery.