Building a stronger brand from the inside out
At Recology, I led efforts to build a more cohesive enterprise brand across a complex, decentralized organization. The work extended beyond visual consistency to the standards, systems, and partnerships needed to manage the brand effectively across operations.
Bringing consistency to a decentralized enterprise
THE CHALLENGE
Recology's locally responsive operating model required a common brand identity that could accommodate different communities, customer needs, and operational requirements.
The opportunity was to strengthen consistency without adding unnecessary complexity or limiting local flexibility.
MY APPROACH
Working across Legal, Operations, creative teams, and local leadership, I established a more coordinated approach to enterprise brand management.
The work included strengthening trademark stewardship, implementing clearer standards for fleet graphics, signage, uniforms, and branded materials, and introducing practical tools and approval processes.
The goal wasn't to centralize every decision. It was to establish shared standards and clear accountability while giving local teams the resources to work confidently.
THE IMPACT
The standards and processes were implemented across key brand applications, strengthening consistency and clarifying responsibilities.
More proactive inquiries from local operations provided another indication of progress: teams were increasingly engaging with the standards and treating brand stewardship as a shared responsibility.