WORK | REBRANDING A LEGACY ENTERPRISE
CREATIVE DIRECTION · NARRATIVE DEVELOPMENT · BRAND GOVERNANCERebranding a Legacy Enterprise into a Multi-Billion Dollar Market Disruptor
Leading creative direction and content strategy on a full corporate rebrand: a new name, a new story, and a launch that reset how customers, employees, and the greater industry saw the company and its position within the market.
MY ROLE
Creative Lead; Brand & Content Strategist
PROJECT TIMELINE
Multi-Phased Approach;
2023—2024
KEY STAKEHOLDERS
Executive Leadership; 15+ Internal Depts; Agency Partners
PROJECT SCOPE
Positioning; Narrative; Visual Identity; Change Management; Launch
The Challenge
Covanta carried decades of equity and a name that no longer matched where the business was heading. The company had grown well beyond its origins, but the brand still read as a single-service operator rather than the sustainable solutions enterprise it had become.
The rebrand to Reworld had to carry that shift without spending the trust the old name had earned, and it had to land with very different audiences at once: customers, employees, recruits, investors, and regulators, each with their own reasons to be skeptical of a name change.
HIGHLIGHT | WHAT I OWNED
I led the narrative, voice, and messaging architecture. I directed the visual identity work and built the launch content across every channel, internal and external.
A rebrand only works when the story comes first. The identity is how you dress it, not what it is.
The Strategy
I started with the story, not the logo. Before any visual work began, I defined the new positioning: what Reworld stood for, who it served, and why the shift mattered to each audience.
That narrative became the north star every downstream decision answered to, from the name and tagline to the launch campaign and the sales messaging that followed. When a choice was unclear, we asked whether it advanced the story. If it did not, it was cut.
The Work
From the positioning I built the messaging architecture, the voice and tone system, and the brand kit that 15+ departments and outside partners would build against.
Then I helped lead the launch end to end, owning the campaign concept, creative direction, web and social presence, and the narratives that drove brand adoption internally, and within the market.
The Impact
The launch landed. Customer sentiment swung from negative to strongly positive, the new brand reached nearly 200 million impressions, and the site lifted immediately, all while the business posted real commercial momentum through the transition.
−6.5→53
NPS reversal and growth
194M+
Brand impressions across the launch
40%+
Web traffic lift in the first month
550K+
Clicks through the launch campaign
HIGHLIGHT | COMPANY MOMENTUM DURING THE REBRAND
3,000+ Lead Conversions
11% Revenue Growth
13% EBITDA Growth
780+ New Hires
Rising Glassdoor Ratings
The Takeaway
The hardest launch audience was internal. The work that moved sentiment most was not the external campaign, it was giving thousands of employees a story they were proud to tell. A brand becomes real when the people inside it use it without being asked.
Building a
Content Engine
Transforming a Messaging Strategy
LET’S TALK
Want this kind of thinking on your team?
I am exploring senior brand, content, and creative roles where strategic ownership and real execution both matter. If that sounds like your team, I would love to hear about it.