PORTFOLIO

Two brands. One circular system.

Strategy

Design

Creative Strategy

Brand Identity

UI/UX

Animation

Out of Home

Film and Video

Events and Activations

PORTFOLIO

Two brands. One circular system.

Strategy

Design

Creative Strategy

Brand Identity

UI/UX

Animation

Out of Home

Film and Video

Events and Activations

WHAT MATTERED

The Mpact business is one of manufacturing packaging at extraordinary scale. They make paper, products from the paper, products from polymers and they beneficiate by-products of these processes, making yet more useful products. Paper production is chiefly the backbone of the business. But without the ability to reclaim the paper and recycle it and make it into new paper, the group cannot claim its circular economy credentials. It needed a circular economy communications strategy that clearly differentiated its Mpact Recycling and Mpact Waste Management businesses while strengthening the visibility of both brands.

INSIGHT

Technically speaking, recycling is only one component of waste management. But in Mpact Recycling’s case, both the brand and the business were born before Mpact Waste Management. Mpact Recycling already had heritage and many years of trustworthy operation within then industry. So, we used this scale and goodwill to introduce Mpact Waste Management as a brand alongside it. We strategically leant on Mpact Recycling’s many years of recycling proof to create the relationship between the two brands. Certified weigh bridges, reliable supplier payments, tailored waste audits and data-driven waste solutions gave both businesses real operational advantages. But in a category where many players have starting sounding the same, these strengths needed to be turned into distinctive, own-able brand messages.

“THERE’S A SPECIAL BOND THAT MUST BE CREATED BETWEEN AGENCY AND BUSINESS TO ENSURE THAT OUTPUT IS ALIGNED AND THE BRAND THRIVES. DERRICK NAILS THAT.”

Danielle King, Communications Manager, Mpact Recycling

BRAND JOURNEY

Mpact Recycling and Mpact Waste Management live inside the broader Mpact Group identity. The Group brand carries corporate credibility, but the two operating businesses needed to speak more directly to their own customers. Mpact Recycling engages suppliers, collectors and businesses with practical reasons to trust the brand. Mpact Waste Management communicates to organisations looking for smarter, more accountable waste solutions across complex environments. The journey for both brands has been to avoid a confusing nested relationship between the two move them both from business units to clearly defined industry-facing entities.

MPACT RECYCLING

For Mpact Recycling, we transformed operational proof points into memorable communications. “Our scales don’t lie” put certified scales at the centre of the conversation, while “We always pay on time” gave suppliers a direct, practical reason to choose Mpact.

MPACT WASTE MANAGEMENT

For Mpact Waste Management, we positioned the business around tailor-made, data-driven solutions. Waste audits, reporting and service flexibility became the foundation for a more confident business-to-business communication platform.

OUR SOLUTION

We created a cohesive brand strategy that gave Mpact Recycling and Mpact Waste Management their own roles, audiences and messaging platforms. Together, the work created two distinct brands within one circular system: one built around recovery, trust and supplier confidence; the other around smarter waste management for modern businesses.

Mpact Recycling

Mpact Waste Management

Mpact Recycling

IMPACT

The work influenced both market perception and behaviour. After certified scales became a key message, suppliers began walking into Mpact Recycling branches, and even competitor sites, asking to see scale certification documents. For Mpact Waste Management, the clearer positioning attracted interest from a wide range of industries, including hospitals and airports. It also gave the brand a stronger editorial voice, helping turn blogs and thought leadership into a way of defining the category, not simply participating in it.