SECURE

Built for the tough stuff

SECURE is one of North America’s largest industrial waste and energy infrastructure companies, with over 80 facilities across Canada and the US and a workforce that handles the toughest, most hazardous waste streams in the business. They run toward the problems most people run from. The trouble was, the brand wasn’t telling that story. As the company shifted from SECURE Energy to SECURE and refocused as a pure waste management play, a $3 billion business was showing up to the market looking like a fraction of its size.

We partnered with Stretch & Minogue Communication to rebuild the brand from the foundation up. The SECURE name and logo still worked, so instead of redesigning them, we started with the story: a brand platform, a voice, and a rally cry in “We Got This.” that lands everywhere from the boardroom to the job site. Then we built a visual identity tough enough to match the work, no greenwashing and no corporate gloss, and rolled it out across every touchpoint in the business. Sixteen months after launch, GFL Environmental acquired SECURE in a deal valued at roughly $6 billion.

Services provided:
• Brand strategy and brand platform
• Brand narrative and voice
• Visual identity system
• Identity guidelines
• Corporate video and animation
• Investor presentations
• Advertising
• Tradeshow materials
• Product & sales brochures