Reconome, a high-impact B-Corp in the ITAD space, was seeking to move upmarket. Their original identity felt too grassroots, failing to resonate with the executive audience (procurement, CFOs, ESG directors) responsible for large-scale, enterprise-level IT contracts. The core challenge was to design a brand identity that felt simultaneously trustworthy (for data security) and inspiring (for social/environmental impact) without compromising corporate professionalism.

 

Objective:

 

• Expand Audience & Increase Trust: to refresh the brand and website to appeal to a wider and more executive audience to lead to new contracts.

• Quantify Impact: to clearly communicate the environmental (e-waste) and social (digital inclusion) impact metrics to decision-makers.

• Strategic Brand Positioning: to define a dual visual language that balances corporate professionalism with high-impact storytelling.

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Approach:

I established the foundations for graphic and UI standards, ensuring a cohesive and scalable design system that could support future expansion into new services and market segments, reducing reliance on bespoke design work at the same time.

 

Result:

This new identity successfully positioned Reconome as an enterprise-ready, purpose-driven partner. It allowed them to stand confidently alongside competitors in executive presentations, immediately conveying both technical trustworthiness and compelling social value. This work supported 3 more new partnerships and their continued growth in the B2B ITAD sector.