Featured Project: Total Company Rebrand

I led the creative direction and content strategy for a total company rebrand—from audit to rollout—shaping the brand narrative, voice, and visual identity; aligning stakeholders; and driving launch across all assets and channels.

Background

After several years of transformation and over $1 billion in investment, Covanta had evolved from a waste-to-energy leader into a bold force in sustainable, end-to-end waste management. With a broader network, a reframed business model, and a deepened commitment to solving today’s greatest environmental challenges, the company needed more than a message to reflect its future—it needed a complete rebrand. The result was Reworld™, a new name and identity built to signal a reimagined business and a smarter, more sustainable path forward.

Process

  • Brand Audit & Research

    • Conducted competitor, customer, and stakeholder interviews and analysis.

    • Identified gaps in market, internal stakeholder, and messaging / visual alignment.

    Messaging Framework Development

    • Developed a brand story rooted in customer needs and strategic positioning.

    • Defined core messaging pillars and differentiators.

    • Built a voice and tone framework that scaled across channels.

    Visual Identity Development

    • Directed creative exploration and refinement through mood boards, brainstorming, and brand assessment exercises.

    • Ensured the visual system accurately reflected the strategic positioning and emotional tone of the brand.

  • Internal Enablement

    • Developed a comprehensive brand identity guide and messaging frameworks to ensure cross-functional consistency.

    • Organized a rebrand-focused leadership conference and a company-wide launch celebration to drive engagement and alignment.

    • Created an internal brand ambassador program and employee brand toolkit to foster adoption and advocacy.

    • Delivered voice and tone training sessions and equipped teams with branded templates, FAQs, and messaging tools.

    External Rollout

    • Launched a new corporate website and revamped all public-facing assets to reflect the new brand.

    • Drove the creation of key launch content, including press releases, videos, landing pages, and email campaigns.

    • Oversaw the full external rollout across diverse digital and traditional channels, ensuring strategic and visual consistency across all touchpoints.

  • Alignment & Engagement

    • Unified the organization under a cohesive brand identity, with strong internal buy-in reflected in high participation across brand ambassador and launch events.

    • Rolled out messaging and design toolkits adopted by cross-functional teams, improving consistency and confidence in brand storytelling.

    Market Position & Awareness

    • Elevated market positioning by aligning the brand with sustainability and innovation, helping differentiate Reworld™ in a crowded, competitive landscape.

    • Supported a measurable increase in sales engagement and new business activity, with early indicators showing improved lead quality and volume.

    Digital & Content Performance

    • Launched a new website with improved user experience, contributing to increased page engagement and clearer messaging across digital channels.

    • Established a scalable foundation for future campaigns, reducing creative development time and enabling faster, more consistent content execution.

  • Brand Awareness & Perception

    • Achieved more than 194 million impressions, helping the new brand surpass the old brand after the first seven months of its launch.

    • Grew Net Promoter Score (NPS) from -6.5 to 53 YoY.

    • Increased company Glassdoor ratings across the board:

      • Star score grew from 3.1 to 3.7.

      • Recommendation score grew from 51% to 72%.

      • CEO approval score grew from 47% to 72%.

    Engagement & Conversion

    • Attracted approximately 550,000 campaign clicks.

    • Grew web traffic by more than 40% in the first month with additional, average lifts of 10% MoM for the following two quarters.

    • Drove more than 3,000 lead conversions.

    Business Impact & Internal Adoption

    • Helped bring in 780+ new employees and 4,700+ new customers.

    • Helped grow revenue by 11% and EBITDA by 13% YoY.

    • Approximately 85% of employees claim to fully understand and connect with the brand, according to internal surveying.

Takeaway

This rebrand reinforced that true brand transformation goes beyond a new name or look—it requires clear, purpose-driven strategy and storytelling that connects past and future. I gained deeper insight into the power of cross-functional alignment, scalable messaging, and content leadership in driving meaningful change.

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