I led the rebrand of EMEA’s largest waste collection and sustainability company for geographical and cross-vertical expansion
At-a-glance:
Partner leading the account
Led project management and brand strategy; co-led brand architecture and identity design
Coordinated cross-functional worksessions in New York and Dubai to align stakeholders on direction and concepts
Created the positioning "Change for good," aligning the brand to a broader mandate beyond waste management
Defined a new brand architecture and nomenclature system, rationalizing proprietary bilingual (English/Arabic) business names to simplify a complex portfolio of subsidiaries and partnerships
Provided executive oversight for all brand design work, resulting in an iconic identity
Coordinated the logo's extension into a full design system, leveraging motion and 3D, drawing on natural elements like life, conservation, energy, and harmony
Co-created the campaign theme "The Next Era" with my strategy team, marking the brand's first mass-awareness campaign in the Middle East
Results
Expanded brand permissions: unified brand and architecture solution
Unlocked expansion and revenue growth: a company once known for waste management now operates clean energy plants and develops pharmaceutical track-and-trace solutions
Improved awareness throughout EMEA through integrated campaigns targeting historic and new verticals
Created strategy, identity, and go-to-market materials for sub-brands exempted from the unitary architecture (JVs and partnerships)
Davey Award winner, brand identity, silver
