Binit is a dynamic start-up rooted in long-term field expertise, a complex understanding of waste flows and circular economy. Their passionate, hands-on team is forging a radically fresh way of thinking about how waste and recycling can be managed better.

Challenging a notoriously unexciting and corporate industry, where very little has changed since horse-drawn carriages were picking up rubbish from the streets, they needed to communicate a radical change in thinking. When we came onboard, Binit was in the discovery stage of a unique SaaS platform development (website + web app + bins scanning functionality in the MVP phase) which they needed support with. They had crystal clarity on their mission and knew that users will come first—but didn't necessarily know how to start.

At this early stage, Binit was still finding their feet in terms of identity so we did a lot of work together on the brand definition, vision alignment, and clear communication visually and otherwise, inside and out.

Thanks to putting the user's experience at the forefront, Binit is dramatically improving the way that businesses access and interact with waste and recycling services. In doing this they are also reducing the number of big, heavy vehicles operating in urban areas and cleaning up the streets at the same time! Win-win-win!

Client

Binit Group Ltd

Our role

Year

2018 ⟶

Team

01—Understanding the mission

Building a circular economy business 

Seeing from close up what challenges businesses and cities face when it comes to waste and recycling collections Philippa Roberts and Claire Harold joined forces as co-founders in Binit. Philippa is a Chartered Waste Manager with 18 years’ experience in the sector. She is a Non-Executive Director of an Environmental Services Company, t/o c.£16m; a member of Glas Cymru, the not-for-profit parent company of Welsh Water and; a Fellow of the RSA. She has been running an award-winning environmental consultancy, Low and Behold, for the last 12 years and worked with public, private and third-sector clients. Claire has over 20 years of experience of strategy, marketing and business development for brands such as BSkyB, RWE Npower, Avis, and Global Action Plan. No lack of hands-on experience or insiders insight here! 

As a circular economy business, Binit challenges the way that suppliers and partners operate to have the biggest positive impact possible. Passionate about the move towards a circular economy and visionary about possibilities opened by technology and data used right, the quickly growing team around Claire and Philippa are on a mission to redefine our perception of waste on every level.

02—Research & discovery

Vision + problem definition

When we joined, Binit was running a pilot with businesses in Exeter in the SW England, UK. Thanks to close relationships the team maintains with their clients and a hands-on approach to the day-to-day business there was plenty of data to consider. We had a lot of valuable insight thanks to informal user interviews Binit conducts since the start of the pilot.

We ran a series of brand discovery workshops with the Binit team to get into the core of who they are, who are their customers and what users miss with other providers. We asked probing questions around what problem is Binit service solving and how exactly are they going to do this; we took a close look and defined what sets them apart from the other waste management companies on the market.

We made many jolly trips to the back-of-the-shop areas, high streets and industrial parks around var. cities, rubbing shoulders with many types of bins and containers while mapping the situation and getting a good understanding of the problem at hand. 

03—Brand & strategy 

Aligning the team & talking to customers well
 

Once we clarified the key questions and agreed on who Binit is for their customers, we looked into how to make sure everybody in and out of Binit understands that.

We transformed our insights into a crystalized vision, set of values, brand personality, tone of voice, a visual style and design system: the visual system, logo, set of whimsical friendly illustrations, colour and typography systems. We created a brand manual to be used in-house and with outside partners to maintain consistency across all channels without hassle.

We are reworking our case studies to bring more meaningful insights – make sure you check again later.

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