Birmingham agency Switch says it has completed "phase one" of its work to rebrand Biffa as one of the UK's leading recycling businesses.
Biffa, which has worked with Switch for a decade, started the rebranding process after acquiring fellow reycling business Greenstar UK.
It wanted to reposition the business in the eyes of Biffa's 70,000 commercial customers and the 23 local authorities and 900,000 homes previously serviced under the Greenstar brand.
Switch said the rebrand had been 12 weeks in the making and the decision to retain the Biffa marque was taken "early on" in the process.
The agency's task has been to create "positioning components and materials" and full identity guidelines to ensure a consistent brand message across the business.
The first above and below the line campaign to trumpet this new message and positioning will run throughout the spring.
Stephen Eldred, founding partner and creative director at Switch, said: "One of the key insights which we hit on very early in the creative process was to question the use of red as a key brand colour for a recycling company. Biffa has built up a strong visual brand by the use of red in its corporate identity, but going forward we could see this as a major threat in the company’s ability to build a brand around the message of recycling.
"It was an interesting challenge that questioned the very essence of the existing brand identity, and the introduction of green into the visual branding system has been fully embraced by the stakeholders within the business. The sensitivity with which this now gets implemented is key to the success of the rebrand, as we roll it out across a number of different marketing interfaces.”