Rebranding isn’t just about a new name or a fresh logo—it’s about telling a compelling brand story that resonates with customers and employees alike.
When WIN Waste Innovations emerged from the merger of 10 different companies, the challenge was clear: create a unified brand that stood out in a competitive industry while maintaining the trust and loyalty of existing stakeholders.
This rebranding case study highlights how we approached the challenge—and the key lessons your company can apply to its own transformation.
Creating a Unified Brand Identity
We needed to create a brand strong enough to encapsulate the diverse offerings of every company included in the merger—and unique enough to carve out a bold space in a crowded market. The brand strategy had to support the new company’s vertical integration strategy and help it become a leading regional waste services provider—from the curb to the grid.
The Challenge: Aligning Brand Strategy with Stakeholder Needs
Some customers prioritize service and reliability from a waste management company, while others focus on broader issues like sustainability. Developing a brand that effectively balanced and supported all these messages wouldn’t be easy. And getting employees with loyalty to their legacy companies to understand and embrace the new brand vision would also be a tough task.
The Solution: A Cohesive Brand Identity and Messaging Framework
With the name WIN Waste Innovations, we were able to unify a broad set of capabilities into a cohesive brand identity while positioning the new company as an industry innovator.
- The bold use of red as the primary color ensured an ownable, instantly recognizable brand.
- The tagline “Performance for The Planet” captured the company’s commitment to both service and sustainability.
- Clear, consistent brand messaging helped align internal teams and customers under a single, compelling vision.
The Results: A Successful Rebranding Example in Action
346 vehicles. 14 different container, dumpster, and bin sizes. Multiple facilities.
A workforce that felt engaged and unified under the new brand.
A brand rollout that was broad, swift, and comprehensive—successfully positioning WIN as a unique player in the industry and a successful rebranding example.
The Idea of Critical Brands: Recognizing Essential Industries
This work is what truly solidified the idea behind critical brands—the notion that some industries and companies are fundamental to daily life yet remain largely unnoticed until an event or crisis brings their importance into focus.
The COVID-19 pandemic was a prime example of how certain industries—such as waste management, logistics, and supply chain operations—suddenly became essential topics of conversation. The key takeaway is that WIN Waste Innovations positions itself as an essential force in creating a more sustainable future. Their “Curb to Grid” and “Performance for The Planet” approach showcases their role as a critical brand—one that people may not always think about but would certainly notice in its absence.
Lessons from a Rebrand: How to Rebrand a Company with Impact
A successful rebrand goes beyond aesthetics—it requires strategic positioning, clear brand messaging, and meaningful differentiation. Here’s what your brand can take away from WIN Waste Innovations’ brand transformation:
- Positioning: Define a unique space in the market that aligns with your company’s strengths and future goals. WIN positioned itself as both a service leader and a sustainability innovator, allowing it to appeal to a wide range of stakeholders.
- Messaging: Develop a compelling brand messaging strategy that resonates with both customers and employees. WIN’s tagline, “Performance for The Planet,” succinctly communicates its dual focus on reliability and sustainability.
- Differentiation: Stand out from competitors with distinctive branding elements. The bold use of red in WIN’s identity ensures immediate recognition, while the name itself reinforces innovation and leadership.
- Employee Buy-in: A rebrand is only successful if employees embrace it. Ensuring internal alignment and excitement was crucial to WIN’s transition, proving that a strong internal culture strengthens external brand perception.
Final Mighty Union Thoughts
Rebranding is a chance to tell a stronger, more unified story about who you are and what you stand for. Whether you’re merging companies, repositioning in the market, or simply refreshing your look, the key is to balance brand strategy, storytelling, and execution.
Thinking about how to rebrand a company? Let’s talk about how our branding agency can help craft a brand that makes an impact—just like WIN Waste Innovations.
