Background: O’Brien Waste Recycling Solutions (OWRS) was the largest independent waste recycler in the North East. Providing a range of commercial bin and skip services, the business also owned a number of regional MRFs (material recycling centres), from which recyclable materials were extracted from the commercial waste the business collected. OWRS was acquired by Biffa, a national provider, in 2017.
Brief: From 2016-2018, I worked as Marketing Manager for OWRS. I was brought on board by the business to provide a range of services, from marketing strategy and PR, to brand and web design. The brief was to raise the profile of the business, work closely with the sales team in targeting new contract wins and to increase lead generation.
Solutions: The first step was to look at the marketing messaging to try and tell the O’Brien story. As a family business, they had a strong culture of hard work and reliability. These coupled with a drive to extract more recyclable materials from the waste, gave rise to the slogan: Flexible, Reliable, Responsible.
The story and reinvestment in the business during my time there, alongside many notable contract wins, meant we got a lot of press. I headed the project which resulted in ‘North East Business of the Year’ award win in 2017.
I also looked at the graphic design and brand visual themes and developed a new clear and slick style, emphasising the aforementioned recyclables extraction process, with some infographics.
Finally, I redeveloped their website. This involved looking at the UI and trying to drive lead generation, with clear routes through the site and an emphasis on UX. The site was built on the WordPress platform and features a fully custom WordPress theme.