Elmwood
Serious
Making the unmentionable remarkable
A fresh look at sewage
A non-hazardous waste management company came to us, going by the less-than-memorable name of Envirotech. When David, the MD, was explaining the £20k fine for people who persistently fail to deal properly with waste, our chairman remarked, ‘that’s serious shit’.
A brand was born (and no, it’s not always that easy).
Brown and proudWe went with the original idea of ‘serious shit’, but as we didn’t want to be responsible for expletives travelling up and down the country on tankers, we plumped instead for Serious**, along with a suitably sludgy colour palette.
Attitude in, euphemisms out
The asterisks gave us licence to enjoy a bit of wordplay too, and phrases such as ‘**it happens’ help the brand stand out among the competition and strike a chord with customers.
‘We now have a brand identity that makes people stop, think and remember. It’s a powerful platform on which we’re building real business growth.’
David Birkett, MD