Rebranding a tech recycling company with attitude

Our task was to rename and rebrand this forward-thinking IT Asset Disposition (ITAD) company. 

Our client works with businesses across the UK, giving tech a new lease of life.

Whether it’s through repurposing, recycling, reselling or donating, their approach to IT asset disposition is all about recovering, reusing and disposing of IT assets in a greener, safer and more rewarding way.

We built the value proposition clarifying the value this brings to businesses and developed messaging challenging a disposable attitude towards single-life tech. From there, we built out the brand identity, from the company name BornGood and logo, lockups, typography, colour imagery, tone of voice, and icons, along with guidelines on the application.

The logo has an outspoken personality to it, with the stacked typography offset immediately to show we are shifting the way business should approach ITAD. The chosen typeface Americane has a touch of rebellion about it with its thick-thin strokes.

We created a tone of voice that is business-minded, opinionated, and transformational. In a stale industry, where all competitors have a very similar message, owning a distinct vocabulary is important to cut through the noise, but also to be true to BornGood’s mission. Consciously shifting from disposal to disposition to encourage accountability, and encouraging discussion about business’s contribution to the circular economy are important examples. The result: a brand with attitude, true to its mission.