Visual identity for a cloud-based waste management platform.2015
Traditional waste management contracts locked businesses into multi-year agreements with limited visibility into actual costs or recycling performance. Rubicon, an Atlanta-based startup, entered this market with a cloud-based platform that let businesses compare hauler pricing, track waste metrics in real time, and optimize their waste streams for cost savings and environmental impact.
As Rubicon prepared for growth in 2015, it needed a visual identity that positioned the company as a technology innovator rather than another waste hauler. Under After designed a brand system that reimagined the recycling symbol using overlapping R's, signaling a focus on circular economy innovation. The identity helped Rubicon communicate its platform to 60,000 business locations and investors including Leonardo DiCaprio.
“Mark created a new brand identity for our company. He is obviously quite creative, but is also professional and responsive. It was a pleasure to work with him. We are thrilled with his work and look forward to continued collaboration!”
Services: Brand Identity, Visual Design
Outcome: Rubicon reached a $1B valuation in 2017 and later became a publicly traded company (RBT) on the NYSE in August 2022, delisted in June 2024. Investors included Leonardo DiCaprio, and media coverage spanned Forbes, Inc., Vanity Fair, and The Wall Street Journal.
Status: Visit Site