Transforming the positioning and perceptions of a Waste Management company with a heritage in landfill into a FTSE 250 company as a leading industry innovator in recycling and sustainability, leading the way in an evolving business sector.
In order for a true brand message to evolve, we discovered what makes Viridor different, by speaking to the people who carry out the company values day in day out. We held workshops with staff from different areas of the business to discover what they believed was the overarching purpose of the company and indeed their job roles within it. A consistent theme was the pride they felt for playing their part in the recycling and recovering of materials. From this we identified Viridor’s purpose – Transforming Waste.
Transforming Waste became the spearhead of the Viridor re-branding and communications platform and re-defined it’s position in the waste management industry, as one of the UK’s largest recyclers of waste.
375 unified employees under an overarching brand purpose and a reason to take pride in the roles and operations that all staff perform. External communication and advertising campaigns actively and successfully demonstrated to clients and consumers that Viridor were committed to making a difference. By developing partnership opportunities with local authorities and professional sport clubs, 375 were able to create campaigns to further engage the public – for example half time crowd challenges at Sheffield Wednesday FC or the Respect the Kicker animation played at all Exeter Chief RUFC home games.
Over four years, 375 continued to refine and position the Viridor brand as one of the most innovative and passionate waste management companies in the UK, placing a true purpose and objective at the core of the business; to make a positive change by Transforming Waste.