Brand Identity Fine-Tuning
When I joined Enviroserve, the region’s leading government-backed e-waste and resource recovery company, I saw an opportunity to transform the brand into a symbol of modern sustainability leadership. The first step was to refine the brand identity. I enhanced the existing logo by repositioning the icon to replace the letter "o," introducing a fresher, brighter green that aligned with sustainability themes, and unifying logo variations across all applications. The changes brought new energy to the brand, creating a cleaner, more future-forward identity that resonated both internally and externally.
Website Revamp
Alongside the rebranding, I led the complete overhaul of Enviroserve’s corporate website. My vision was to build a platform that was easy to navigate and deeply reflective of the company's services, values, and leadership in the circular economy. The revamp improved the site’s structure, SEO performance, mobile responsiveness, and security. Through stronger messaging and dynamic visual content, we achieved a 32% increase in organic traffic, turning the website into a true business development tool for both local and international audiences.
Digital Sustainable Certificate Innovation
To enhance client transparency and align with global ESG reporting trends, I introduced the Digital Sustainable Certificate. Previously, clients received standard PDFs that could easily be replicated and lacked verifiable data. I developed a new system that integrated a QR code into each certificate, linking directly to a real-time report showing carbon emissions saved, trees preserved, and waste processed. This innovation reinforced Enviroserve’s leadership in transparency, accountability, and sustainability reporting for its B2B partners.
Forging Partnerships for Sustainable Growth
Building partnerships and expanding Enviroserve’s market presence were also key pillars of the strategy. I played a leading role in securing collaborations with major players such as Jetex, Kärcher Middle East, TAQA Distribution, Electrolux Arabia, and Tadweer Group. These partnerships enabled joint sustainability campaigns and co-branded activations that enhanced our market credibility. Additionally, I directed Enviroserve’s presence at over eight major exhibitions and sustainability summits, strengthening its position as an ESG partner of choice in the Middle East.
Creating Stories That Last
Some of the most powerful stories are not told in words; they're in your hands. At Enviroserve, I developed a tangible story that made our impact tangible: a custom-designed box filled with actual fractions of recovered materials, given to clients after their e-waste had been sustainably recycled.
This was no token; this was a story. Inside each box was a collection of metals, plastics, and rare earth elements, all carefully harvested at our UAE plant. Every item represented a phase in our journey together to sustainability. It wasn't a waste, it was a transformation.
Visual Storytelling and Content Creation
Throughout the brand transformation, visual storytelling played a critical role. I curated a full visual content library, directing high-impact photography and video production that captured the scale and precision of Enviroserve’s operations. These assets were used across marketing campaigns, social media, exhibitions, and press materials, resulting in a 46% year-over-year increase in brand recognition. Every image, every frame told a consistent story: Enviroserve is not just recycling — it’s redefining how sustainability should look and feel.
