SPOTLIGHT
GREEN
INDEX
WASTE PARTNERS ENVIRONMENTAL’S
ELECTRIC REBRANDING INITIATIVE
CERTIFIED
DYNAMIC. ENERGETIC. HEROIC. THESE AREN’T
WORDS MOST PEOPLE WOULD USE TO DESCRIBE
WASTE MANAGEMENT AND PORTABLE
SANITATION. R E N D S
T E C H T BUT IRVING, TEXAS-BASED WASTE
PARTNERS ENVIRONMENTAL (WPE) IS ON A
MISSION TO CHANGE ALL THAT.
T
hrough an energetic rebranding campaign, the company is
illustrating that eco-friendly waste disposal isn’t just a job for
Captain Planet. It’s up to real-world sanitation superheroes
like the squad at WPE.
The company has been a silent superhero since 2003, keeping
the Southwest’s streets clean by fighting environmental waste.
A single-source solution for environmentally responsible
construction and event-site waste disposal, WPE offers street
sweeping, erosion control, water trucks, solid waste roll-off
and portable sanitation services. It’s not the most glamorous
business—but it’s one the WPE team is passionate about.
The problem is, this passion wasn’t coming across in WPE’s
branding and communications. Recognizing the situation,
company leadership decided to undergo a corporate rebrand
that emphasized the company’s superhero-like qualities.
“We liken being in waste management to being a superhero,
because we also actively fight to protect the communities we
serve,” explains Grant Duncan, marketing director for WPE.
“Like a superhero, we’re swift. Dependable. Always there to do
the city’s dirty work.”
“It’s WPE to the rescue, and we do our jobs with an energy our
customers can’t find elsewhere,” added Duncan. “That’s why we
came up with a fresh tagline, ‘We Put a New Twist on Waste.’”
To complete the rebranding mission, WPE enlisted the help of
its sanitation ally PolyJohn Enterprises, Inc., one of the nation’s
largest designers and manufacturers of portable restrooms. The
companies have enjoyed a strong partnership for years, with
PolyJohn often serving in an advisory capacity in matters ranging
from sanitation trends to business strategy.
Since PolyJohn underwent an image refresh of its own only a few
years back, its leadership team, including Managing Director
Mike Adams, served as a sounding board during the rebranding
process. PolyJohn even weighed in when it came to revamping the
logo, adding a new superhero-inspired crest.
18 A MERICAN LIQUID WASTE NOVE M BE R 2013
Ditching the dark greens and eco motifs that are widely used in
the industry, WPE opted for a bolder approach. Its new signature
color? A neon green inspired by the Nike® Volt Collection.
Duncan first noticed the electric hue during last year’s Olympics,
when the vibrant shade worked undercover to highlight the
brand’s new line of track and field footwear. Electric green packed
the punch needed to power WPE’s rebrand.
But how could WPE get that color incorporated in the design
of its branded portable restrooms? And within a speedy 60-day
timeframe, no less? PolyJohn had the solution, opening up its
production facility to accommodate WPE’s needs. Adams quickly
assembled a team of PolyJohn’s best to get the job done, including
Regional Manager Elton Tamplin, Purchasing Manager Bob
Nelson, Engineer Jamie Kostelyk and Manufacturing Manager
Robert Pulley.
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