Resource Recovery Group

Formally known as the Southern Metropolitan Regional Council (SMRC), Market Creations Agency crafted a new corporate identity for this group of councils now known as the Resource Recovery Group.

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Client Name
Resource Recovery Group


Website Design, Branding, Publications,

About the client

Resource Recovery Group deliver innovative and sustainable waste management solutions for communities in Perth metropolitan and regional areas.   

The Resource Recovery Group represents three local government authorities – the Town of East Fremantle, City of Fremantle, and City of Melville. They employ over 50 staff and provide work for 100 local small businesses and contractors each month.

The Brief

SMRC engaged Market Creations Agency to host workshops with the three representative local government authorities and the Executive Team to define the organisation’s vision and mission as well as short and long term goals. The findings of these workshops informed the design brief for a new brand and naming proposition.

The Challenge

SMRC were looking to grow their service offering and presence, both in a business and community sense. Their major challenges included their name not aligning to their core service offering, and lack of consistency in branding across their sub-brands such as their education arm, Recycle Right.

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The Outcome

Market Creations Agency crafted a new look and name – Resource Recovery Group.

The naming proposition and logo design represents the key service offering of the organisation and the pillars which drive them. Community, recycling and a circular economy are each represented in the visual component, with the positioning statement “Recycle. Innovate. Educate” speaking directly to their vision and mission.

Once a final logo was chosen, Market Creations Agency worked closely with Resource Recovery Group to create supporting merchandise and stationery. Furthermore, we brought the new brand to life by developing a new website for the organisation, launched prior to their major industry event for the year.