Waste reimagined: Brand reposition to consultancy leadership

The challenge

Agecko had the ambition of the brand reposition away from being viewed as a broker, to a total waste stream consultant. However, there is a need to educate the market about the “added value” of waste consultancy. The market expects proof: case studies, real-life audit gains, measurable landfill and CO₂ reduction.

Agecko offers waste audits, tailored solutions, and strategic ESG advice to produce CO₂-saving reports. This goes well beyond a low-cost or most convenient waste management model.

This demands that every communication, both internal and external, reflects the new consultancy position: candid, knowledgeable, innovative, and focused on client partnership.

By tackling these challenges through targeted communications, continuous education, an informative website and real-world evidence, Agecko can successfully reposition as a genuine partner and thought leader in total waste stream consultancy.

The approach

Think oversaw a full brand makeover for Agecko in 2025. We led Agecko’s transformation from a conventional waste broker into a distinctive, forward-thinking waste management consultant. By aligning the company’s brand identity with its sustainability mission and innovative waste management offerings.

The goal was to create a contemporary and cohesive visual identity that would better reflect Agecko’s values of strong personalisation and environmental responsibility. The refreshed branding resonated with both internal culture and external sustainability credentials. This visual update was not just about a new logo. It redefined how Agecko communicates its message of partnership, trust, and innovative waste solutions to business clients nationwide.

Key brand principles and identity
Agecko’s brand values: trustworthy, driven, knowledgeable, and approachable. The visual identity employs:

• A bespoke logo – taking inspiration from the gecko’s helping hand in a planet shaped icon
• A Forest Green colour to evoke sustainability and leadership.
• Distinctive typography (Fat Frank for impact, Avenir Next for clarity).
• A playfully hand-drawn gecko symbolising environmental focus and brand personality
• The rebrand was built on the insight that Agecko’s true value lies in its expertise as an innovative problem-solving consultant, not just a broker. The work included a comprehensive brand workshop to distill Agecko’s ambition, moving towards total waste stream consultancy. Agecko work in partnership with their suppliers and customers alike, continuously striving to build relationships and improve efficiencies.
  The rebrand was built on the insight that Agecko’s true value lies in its expertise as an innovative problem-solving consultant, not just a broker. The work included a comprehensive brand workshop to distill Agecko’s ambition, moving towards total waste stream consultancy. Agecko work in partnership with their suppliers and customers alike, continuously striving to build relationships and improve efficiencies.

Website
The new website now serves as both the main point of contact and the brand’s most powerful piece of evidence for its new value proposition.

Every page, headline, and call-to-action supports the consultancy-led proposition. Using the tone, language and visual identity established in the brand guidelines.

It guides different audience segments (H&S, procurement, operations, etc.) to tailored solutions and proves Agecko’s consultative approach through before-and-after content, testimonials and services.

Designing a robust content marketing plan

Alongside the new visual identity, we designed and executed a comprehensive content marketing strategy to amplify Agecko’s voice within the waste management sector.

The content strategy was designed to showcase Agecko’s expertise and commitment to measurable results within sustainability. All content maintains Agecko’s distinctive ‘no bias’ approach: agile, flexible, proposing the best solution for each customer’s needs, not bound to any one provider or process. The plan included:

• Crafting engaging digital content tailored for Agecko’s target audience.
• Highlighting Agecko’s unique approach to managing problematic and unrecyclable waste streams.
• Ensuring consistent messaging about Agecko’s dedication to quality, environmental compliance, and carbon savings innovations.
• Leveraging news updates, expert sustainability insights, and case studies to build trust and reinforce Agecko’s leadership in transparent, data-driven reporting.
• Educational content on cutting-edge topics such as net zero, landfill reduction, circular economy, and adapting to regulatory change.
• Case studies and expert articles illustrate real client impact e.g. closed-loop recycling, CO2 reporting, and custom waste audits.
• Consistent storytelling across digital channels leverages the brand’s new messaging and visual style, ensuring every touchpoint (brochures, social, web, templates, presentations) reinforces the same brand story.

This, paired with transparent results and approachable communication, sets Agecko apart.

Results

Our integrated approach and combined efforts in branding and content have enabled Agecko to:

• Become more recognisable for sustainable waste solutions.
• Consistently communicate their values through powerful storytelling and educational resources.
• Better engage clients and stakeholders by illustrating the tangible benefits of their bespoke waste management and consultancy services.

This rebrand, website and content marketing allowed Agecko to evolve its image while strengthening its position as an innovative leader in the UK waste management industry.