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Sandstrom Partners rebrands large Northern California waste disposal and management company

Portland, OR – Brand design firm Sandstrom Partners today announced the rebrand and launch of Recology, a large—and growing—Northern California-based waste management company, according to Sandstrom president Jack Peterson.

Previously named NorCal, the waste remediation company hired Sandstrom to help communicate its dramatic metamorphosis from a traditional garbage service to a “resource recovery” company that recycles 100 percent of all collected waste, leaving none to landfills.

“The idea behind this rebrand was to establish Recology as a visionary leader in resource recovery,” Peterson said. “It compromises the competition as stuck in an outdated paradigm and motivates the municipalities Recology serves to align themselves with a forward-thinking solution.”

Sandstrom conducted extensive research with key stakeholders and customers to help inform a brand strategy that resulted in a completely new identity for Recology, from collateral to truck graphics. But most important it drove a name-change from NorCal to Recology, with the tagline “Waste Zero,” that reflected the company’s dramatic change from waste disposer to waste recovery.

Sandstrom Partners is a strategic brand design firm specializing in the creation and revitalization of thought-leading brands.

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