Wasteplan
Turning old waste into a brand new opportunity.
Wasteplan is a waste management company that creates zero-waste to-landfill solutions by extracting value out of waste. Their zero-waste-to-landfill focus, coupled with their unique value-extracting strategy makes them the largest on-site and waste-to-value organisation in South Africa.
Develop the people. Grow the planet. Build a profit.
Wasteplan partnered with KRAFT designsmiths® to address several pressing business needs. They aimed to lead South Africa's waste management sector with innovation and growth, while also expanding into profitable waste-to-energy solutions. Their goals included accelerating local growth, continuing annual expansion, and entering the US market. Additionally, Wasteplan sought to increase group revenue, while also developing their staff to be proactive problem solvers and contributors to economic progress.
Turning trash into treasure - reimagining the Wasteplan story
KRAFT designsmiths® approached the challenge of assisting Wasteplan by recognising that it was more than just a waste management company. Wasteplan's mission extended beyond waste management to creating energy and extracting value. This value wasn't limited to energy resources; it also encompassed wealth creation and the development of people and talent. Ultimately, Wasteplan aimed to positively impact both people and the planet in a holistic way. To achieve this, KRAFT designsmiths® implemented our tried and tested brand strategy framework. This involved carefully considering Wasteplan's core brand DNA, market positioning, message architecture, and corporate identity. Our approach was detailed and thorough, aiming to reimagine Wasteplan's brand based on the company's original intent and spirit.
Aligning purpose with practice: a complete brand transformation
The collaboration between Wasteplan and KRAFT designsmiths® resulted in a complete reimagining of the Wasteplan brand, representing an evolution from its previous iterations.
This transformation provided Wasteplan with increased capacity in brand application, enabling them to expand into foreign markets, partner with other organisations, and effectively communicate their core brand narrative. Additionally, Wasteplan gained an improved opportunity to apply their brand consistently and integrated across a multitude of digital, print, signage, and fleet collateral. Furthermore, the reimagined brand established a closer relationship between Wasteplan's practical business activity of waste removal and their bigger aspirational purpose of energy and value creation. As a result, Wasteplan now stewards a more relevant and relatable brand that aligns seamlessly with their objectives and resonates deeply with their target audience.
The refined Wasteplan brand tells a story of more than mere waste management and removal. It invites the audience into a bigger vision of health, wealth and wellness on a global scale.
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Creating a unified experience across all touchpoints, the seamless and integrated Wasteplan brand becomes yet another way in which the company is adding meaningful value to their stakeholders.
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