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Transforming Waste Management: Tidy's Rebranding Success

Consumer Goods & Services
Green Economy
Industrial

Rebranding Waste Management

SOLUTIONS WE PROVIDED

Since 1984, Tidy has been helping its customers tidy up their commercial and residential premises through its waste management services. Tidy is one of the leading waste recycling companies with a variety of services including renovation waste disposal geared towards helping us to get rid of waste to maximize space and enhance overall productivity. Tasked with a complete rebranding and business redesign for Tidy, we conducted a comprehensive brand audit with customer journey mapping to position them for the new generation of consumers and market demands. We developed a brand identity that visually expresses its positioning, values and personality clearly and impactfully to both external and internal stakeholders.

THE CHALLENGE

Tidy lacked brand awareness due to low brand visibility as there were no platforms to share about Tidy beyond the website, telephone, and word-of-mouth.
Tidy had low brand loyalty and brand perception as the brand identity, including logo, the bins and other touchpoints, was not updated.
Waste management is seen as an unglamorous industry, making it difficult for Tidy to hire and recruit younger staff.
Employees did not have the autonomy to make decisions, resulting in delays and issues with scheduling and punctuality.

THE OUTCOME

The new brand identity and expanded touchpoints positively impacted revenue, and the number of new clients has increased by 20%.
With a distinctive new look, Tidy now looks professional and stands out from the sea of competitors. The company also managed to penetrate a new market segment (residential), using the newly designed bins to serve as Tidy’s outdoor advertising channel.
Tidy now resonates better with the new and younger demographics, making it easier to attract younger hires. The company also managed to increase the hiring of drivers by 20%. Customers now regard Tidy as a relevant and forward-thinking company.
Employees of Tidy, especially drivers and those working in the junkyard, feel a sense of pride and belonging to Tidy as the company image now looks more professional.

Brand Essence

The Brand Essence is the fundamental nature of an organisation, a consistent message that encapsulates and communicates the brand concept. Tidy’s brand concept captures their joy in helping and solving problems. Tidy encapsulates a genuine attitude by being transparent, providing flexible services to the customers. Being the brand that is always there for their customers, people are assured and secure in Tidy’s utmost care with their happy personality and attention to details.

Brand Identity

Tidy’s brand concept captures their joy in helping and solving problems. Tidy's primary colour is derived from the colour of the logo—a bright orange that captures Tidy’s steadfast attitude, as well as conveying Tidy’s reliability, speed, and flexibility in delivering its services. To retain consumers familiarity and attachment to Tidy’s originally grey bins, the secondary colour is a darker shade of grey. It contrasts well with the primary colour, as it helps to enhance the overall appearance of the brand, allowing Tidy a prominent look distinctive from the crowd. The Typography Style is the way in which type is arranged to make text content readable and appealing. This involves typeface selection, point size, line spacing, letter spacing as well as kerning. The Graphic Style of a brand is a set of graphic elements used to facilitate brand recognition and establish a strong brand identity.

BRAND TOUCH POINTS

Tidy encapsulates a genuine attitude by being transparent, providing flexible services to the customers. To achieve that, we created a service blueprint for Tidy that gives their customers a seamless experience across a myriad of physical and digital touch points. We designed Tidy’s corporate stationery, website, app, bins, social media content, marketing collateral and video campaigns to deliver a consistent and delightful brand experience.