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Metro Compactor Services


Comprehensive Branding

Protecting Waste & Recycling Equipment from Costly Repairs.


In 2019 Metro Compactor hired a new Director of Marketing with an extensive background in Advertising and Design. At the same time, an internal resource at the company knew of our work and referred us to him. The planets aligned and so began our partnership with Metro on a comprehensive rebrand. When we arrived on the scene the Brand Strategy had already been fully developed which gave us a roadmap and the freedom to get to work immediately. An early approach that created some excitement inside the company was the idea of creating plastic action figures for different persons within the company (President, Sales, Technicians, etc) then building dioramas to photograph them in, and then a plan to reproduce the images at human scale. Ultimately this direction proved to be impractical for logistical reasons but the creative groundwork had been laid and we collectively decided to pursue a high-quality, fully boned, 3-D model so that “Gale”, our Super Service Superhero, could be animated. The choice of a female service technician was on the table from the beginning and specifically chosen to make a nod to the company’s progressive corporate policies while the fairy wings were added to convey a lighter aspect of the company’s personality. Photography was likewise shot in a very tongue-in-cheek manner using low angles to create an exaggerated monumental tone.

Gale is the embodiment of “Super Service”, an important outcome of Brand Strategy, and she now appears across many touchpoints of the company’s communications.


Comprehensive Rebrand including Creative Direction, Naming, Tagline, Visual Identity, Brand Extension, Brand Standards, Vehicles, Website, Tradeshows, Illustration


Overdrive Design – Design and Creative Lead
Metro Compactor: Michael Alexandor & Yivgeni Matoussov – Brand & Marketing Strategy
Michael Rafelson –  Photography & Video
Sharktank Digital: Stephen Bentley – 3-D model


Visit the live Metro Compactor website:


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