Resand – Strategy
From a locally operating recycling company to an industry leader ending sand waste globally
Today, metal foundries produce around 70 million tons of waste sand each year. A sand recycling start-up from Finland had the solution, but no one knew about it. They needed to shift from a locally operating recycling company to an industry leader ending sand waste globally. Through a complete renewal of their name, brand, tonality, and visual identity, they were transformed into a bold, purpose-driven technology brand to better match their mission to end sand waste. Focusing on the brand’s Finnish heritage, industry knowledge, leading innovation, and robust technology inspired Resand’s new purpose-driven approach to help the world’s foundries to stop wasting sand.
The world is running out of sand, with billions of tons of sand being used and wasted each year. Foundries at the moment are only able to recycle a fraction of the sand they use, producing about 70 million tons of waste sand every year. The Finland-based company, formerly FinnRecycling, had the solution to help foundries worldwide to cut their sand waste, but they were known only locally in Finland.
In order to end waste sand, they needed to branch out to the international market. To accomplish that, they needed to refresh everything and show the world how sand waste can be ended for good. They had the solution and technology to help with the global sand shortage but saw a need for renewal in order for the company to be ready met the needs of international foundries.
Starting point
This image shows how the brand was before, with the tonality and appearance of a small scale recycling plant. The imagery and material to follow shows the brand transformation.
From local to global
To amplify their message, we created a brand film that introduced Resand’s solution, but also showed it in a global context. Leading industry experts were interviewed to talk about global sand crisis. The documentary-style film helped create the required credibility for Resand’s international positioning. It helped Resand convince their new international partners and investors of their mission.
Showing the film at client meetings and events gave them a chance to wake up the target group and announce what the renewed Resand is all about.
A strategic shift in positioning towards a global industry leader through film
Creative solution
To gain the industry leader position, we teamed up with other industry experts, such as researchers and professors, to show the magnitude of the global issue of sand shortage and how Resand’s technology can offer a global solution. Brand elements stemmed from the brand’s purpose to end sand waste and transformed the Finland-based company into a global industry leader who has the vision and technology to change the industry for good.
The strategic shift from a neighborhood recycling company to a leading global solution for foundries started from stakeholder interviews to find the core of the company and the value their solution can offer to their customers. The new name, brand story, tonality, visual identity, and website were built on that insight while also communicating the company’s Finnish heritage, leading technical solutions, and a strong purpose to stop sand waste globally.
The created brand materials and assets provide them with a strategic tool and a clear framework for maintaining consistency and messaging as they expand into new markets. While celebrating their local Finnish roots, the brand is now internationally captivating for foundries and investors around the world.
The new brand was introduced at a leading industry fair and received positive remarks for its visuality and strong purpose-led messaging. With the help of newly created brand films and presentation materials, the brand is now ready to continue its mission to end sand waste through partnerships and investments.
Implementation
Brand identity as the vehicle for change
The decision was taken to create a bold visual identity that would put the brand on a new scale and position them as a purpose-driven technology company.
This film features the background thinking to the identity, showing the strategic design choices that led to the core elements and how it links the technology to the brand and the story.