This project set out to reposition an e-waste business in a category crowded by green-wash and hollow sustainability claims. With genuine, world-leading technology at its core, the challenge was to create a brand that could credibly signal innovation, build trust, and establish a new benchmark for how e-waste is understood and managed in Australia.

A new brand identity was developed to shift the business beyond the visual and verbal tropes of traditional recycling, reframing it at the intersection of sustainability and technology. This included the creation of a new name—Sircel—derived from circularity and electronics, and a narrative focused on turning finite resources into infinite value within the circular economy.

The identity was rolled out across social media, presentations, signage, and a new website, supported by art direction for a photo and video shoot that brought the brand’s tech-forward, future-focused perspective to life. The result was a clear, distinctive brand system designed to replace scepticism with substance, and position Sircel as a credible, progressive force in the future of e-waste.