WHAT WAS THE CHALLENGE?

Sortera is on an exciting growth journey, driven by both organic expansion and acquisitions. To strengthen and evolve the Sortera brand and business, we needed a clearer direction forward – one where everyone could see, understand, and feel the benefits and potential of being part of Sortera, and contribute with their unique strengths to the company’s success.

We had already identified the brand repositioning we wanted to achieve, but weren’t sure where to begin. We lacked a clear structure for how to move from strategy to real change – and how to create communication that would truly reinforce our brand strategy and new position. Turning insights into a concrete and engaging brand expression was also a challenge we needed help with.

WHY DID YOU CHOOSE DOINGS?

As we started to explore this together with Doings, they helped us identify the steps we could take. They provided us with a clear process to bring our brand repositioning to life and created a balance between us doing much of the work ourselves and receiving their support where we needed extra expertise.

I’ve worked with Doings before and know they’re brilliant at both crafting brand strategies and making sure they actually happen.

WHAT WAS THE SOLUTION?

That’s exactly what we got – a partner who guided us from strategy to reality. Doings helped us map the way forward, and we started by defining and establishing a clear brand architecture together with the management team. Within our group, we operate several different brands, but had never clarified how they relate to one another. Together with Doings, we explored the various types of brand architecture and quickly identified the model that suited us best – including the pros and cons of that choice.

Next, Doings supported us in developing our brand strategy with a clear customer promise that became the foundation for everything we say and do. They also helped us craft a unified communication strategy. A strong, creative communication concept became another key pillar – a guiding thread in our work to reach our goals.

Sustainable development was a natural part of the process and was integrated into our brand work to ensure long-term relevance and credibility.

THE RESULT

• Chosen brand architecture: A clear structure for how our brands relate to one another.
• Approved brand platform: A solid foundation for our new position.
• Communication strategy: A framework for how to best reach our audiences.
• New communication concept: Includes tagline, brand story, visual guidelines, and a clear activation plan.
• Conceptual brand story/presentation: A visual and inspiring foundation for continued implementation of our communication.

Sortera is a leading provider of environmental services within sustainable construction, and a key player in the shift from a linear to a circular economy. They manage waste and by-products from the construction and civil engineering sector, transforming them into valuable resources through reuse, recycling, or energy recovery.

Want to explore other strategy work we’ve done? Head over to our case with Swish to learn more.