+ Objectives
Kenny Waste Management first approached K2L as Kenny Skip Hire. The well-established local firm was looking to reposition itself in order to serve blue chip multinationals and SMEs, having recently extended its offering to a nationwide network of businesses. Tasked with creating a new brand identity, our initial objectives included:
- To reposition Kenny Skip Hire as a national, blue chip company
- Build a new, recognisable brand identity and drive awareness
- Develop branding to be rolled out across vehicle livery, workwear and marketing collateral
- Design and build a brand new fully responsive website
- Create a PR campaign designed to build brand awareness
+ The Challenge
As Kenny Skip Hire had enjoyed success in the waste management sector for over 25 years, we needed a way to rebrand and reposition the company without excluding any existing clients. The new brand needed to convey the company’s reformed, refined approach, yet also instil its traditional values.
+ Our Strategy
Our brand strategy team set about creating an identity that would convey reliability, and the company’s corporate yet traditional values. It was immediately apparent that Kenny Skip Hire would need a name change – our research showed that ‘skip hire’ was more fitting to a smaller, local firm and also suggested limited services. The result? We created the broader, more corporate name ‘Kenny Waste Management’.
The new name and branding were both rolled out across all signage, vehicle livery, skips, workwear, stationery and literature. The rebrand was accompanied by a corporate video, photo shoot, press advertising and PR campaign all focused on promoting Kenny Waste Management as the ‘preferred choice’ in waste management. The new website was designed to be functional, intuitive and reflective of the new brand, showcasing Kenny Waste Management and their nationwide offering of recycling services. It was also fully responsive across all platforms and devices, for ease of use for business owners on-the-go.
