WM New Zealand works with The Goat Farm on rebrand

Branding agency The Goat Farm, based on Auckland’s Karangahape Road, has completed a rebranding project with materials recovery company, WM New Zealand.

The company was formerly known as Waste Management, but a strategic refocus for the

business meant that the brand needed to move on, explains WM Marketing Manager Catherine Collins.

“TGF took the brief and immersed themselves into our business, meeting our people,

understanding our products and visiting our operational sites. They took care to really

understand who we are and the direction we are heading in.

“We are immensely proud of where the brand has landed. WM New Zealand, Let’s Take Care of It / Mā tātou katoa e tiaki speaks to our identity and resonates strongly with our team. Thank you TGF for coming on this journey with us and making it a success.”

TGF creative director Vaughn Davis says he finds the te reo expression especially powerful.

“The kupu evolved as we worked with WM’s advisors on the line, but one word that stayed from the beginning was ‘tātou’. I love that it conveys a sense of inclusion that says we’re taking care of this together, in a way the English line doesn’t quite do.”

The branding change was based on a discovery process including visits to landfills, recycling facilities and composting plants, secret shops, staff interviews and consumer research via TGF’s Research Room.

The new brand will roll out over coming months on everything from WM’s digital properties and vehicles to the wheelie bin outside your home.

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