For years Waste Management flew under the radar preferring to compete nationally under the guise of a small local player. But a mid-2014 change in ownership presented the chance to re-introduce the company to its residential and commercial markets.
Still, what could be attractive about a waste services brand? “We want to be noticed but we’re not sure that we want to be noticed that much.”
Our extensive staff workshopping and conversations with customers highlighted the opportunity for an infrastructure and sustainability story that few outside the company appreciated. A multi-dimensional clean-tech story of capital-intensive, mountain-to-molehill waste recovery, involving recycling and electricity generation, that everyone can trust.
The new identity resurrects the 1990s tired mark of our local rubbish trucks and delivers it instead as a proud, confident and vital part of New Zealand’s modern day society. Now there’s not a day that goes past without us seeing the clean and fresh identity of an essential and multi-faceted national infrastructure brand. And just anecdotally, we hear customers are switching to Waste Management from their current provider because they prefer a bright and colourful bin instead.