Rebranding a tech recycling company with attitude

Many people don’t know what an IT Asset Disposition (ITAD) company does, and even fewer care. Rebuyer was struggling to change that, and to stand out from its competitors. The brand needed more than evolution. It needed revolution.

Our conversation quickly revealed that Rebuyer’s nondescript identity was hiding a forward-thinking sustainability champion, passionate about working with businesses to repurpose, recycle, reuse and tackle the issue of unwanted IT assets in a greener, safer and more rewarding way.

This was a company on a mission: to challenge the attitude that tech is a single-life, disposable resource, and to give it a second life that’s better for both people and planet.

The way forward was clear: to create a new name, branding and campaign assets that let this hero personality shine, and that highlight the value on offer for businesses keen to address their sustainability agendas.

We built a value proposition highlighting the benefits it brings to businesses. This informed a brand identity fit for an outspoken challenger, from the logo, colours and iconography to a font that packs a rebellious punch.

BornGood’s voice and messaging is business-minded, opinionated, and transformational. In a stale industry where competitors are all saying the same things, owning a distinct vocabulary is important to cut through the noise. Consciously shifting the narrative from disposal to disposition, encouraging accountability, and prompting discussion about business’s contribution to the circular economy are front and centre. The result: a brand with attitude, true to its mission, that’s now winning more business UK-wide.

Delivered

– New name, brand identity and guidelines
– Tone of voice and messaging
– Icons and illustration
– Animation
– Campaign assets
– Social media assets
– Packaging and van livery