Reworld
The CEO and private equity owners of a leading waste-to-energy company were determined to embark on a brand transformation journey with one overarching, purpose-driven goal in mind: to build a future where modern waste management significantly contributes to a smarter, more sustainable world.
Covanta, as Reworld was formerly known, is a leader in the waste-to-energy industry, an economically and ecologically sound way to provide a renewable source for energy while diverting waste from landfills. Acquired by global private equity firm EQT for $5.3 billion, Covanta’s new owners and the company’s CEO aimed to innovate new solutions, improve the customer experience and expand its global footprint. The end game: to transform the company from a service-led waste-to-energy company into a capabilities-led sustainability leader with the resources to help the world’s largest companies and municipalities navigate complex waste challenges.
We served as both strategic guide and creative architect, undertaking a 360-degree research program, encompassing employee and customer interviews, internal and external quantitative surveys, a competitive analysis, and consultation with industry thought leaders. We learned that the company’s legacy descriptor, “sustainable materials management,” wasn’t resonating with a majority of customers. “Reliable,” “efficient,” and “innovative” emerged as the primary brand drivers for customers, while “community” and “sustainability” were need-to-play themes rather than meaningful differentiators. Customers were looking for extensive data to help them understand and communicate their success in reaching their sustainability goals. In a fast-changing and competitive market where “green-washing” has led many to doubt the effectiveness of and commitment to sustainability, customers wanted more than a waste management vendor: they wanted a fully transparent partner.
These key findings led to a comprehensive repositioning that redefined not only Covanta but also the concept of waste-to-energy itself. Boldly challenging the industry to “rethink zero,” the brand promises to transform customers’ most complex waste challenges into positive environmental impacts, turning refuse into a resource while minimizing risks and maximizing value. “For us, net zero is not an end. It is a beginning. It will take connected thinking, ingenuity and collaboration. Partner with us, and we will make a difference together. Step by step, one win at a time, let’s rethink zero.”
The brand projects a spirit of collaboration and partnership, elevating what’s possible with waste, and deploying technology, data and analytics to bring radical transparency to the industry, differentiating Reworld in a competitive marketplace.
To signal and support the company’s new direction, we developed a new name, Reworld, underscoring a commitment to reimagining what’s possible with waste—on a global scale. A new product architecture and nomenclature system adopted the prefix “re” to unite a diverse and expanding portfolio and emphasize the idea of rethinking conventional approaches to waste management. Solutions include ReDrop Wastewater, ReKiln Fuels and ReDirect 360.
At launch, the new website, comprehensive marketing collateral system, and internal engagement program that converted the company’s more than 4,500 employees into informed and inspired brand ambassadors, helped Reworld gain significant traction with new customers worldwide, poised to tackle their ambitious growth strategy.
DB’s strategic thinking and brand development expertise were instrumental in crafting a clear and compelling new brand, which we feel confident will resonate with our audiences and propel us forward.
