Traditional waste haulers controlled pricing and recycling data through decades-old contracts with limited transparency. Under After designed the visual identity for Rubicon's cloud-based waste management platform that reached a $1B valuation.
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 allowed businesses to 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, the company needed a visual identity that positioned them 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 the company's focus on circular economy innovation. The identity helped Rubicon communicate their technology 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!”
Rubicon reached a $1B valuation in 2017 following a $50M funding round. The company's technology platform serves businesses and municipalities, including partnerships with the City of Atlanta. Media coverage includes Forbes, Inc., Vanity Fair, and The Wall Street Journal.
