100% opportunity, zero waste.
Once upon a time, a company with the unlovely name of NorCal Waste Systems decided that the path to accelerated growth mandated a transformation from basic garbage utility to resource recovery leader. The assignment: develop the new name and identity system, introduce it with maximum pop, and then give the new brand serious velocity in existing and prospective markets. That resulted in a series of fascinating creative executions that ranged from a video “portrait” of San Francisco made of 100% recycled waste, to a novel way to celebrate reaching an amazing 80% of the waste zero target. Along with multi-state growth.