ATSOURCE Recycling
waste and recycling solutions
AtSource Recycling Systems is a Canadian waste and recycling solutions company, operating under the Belkorp Industries umbrella. They specialize in custom, cost-effective waste and recycling equipment solutions for businesses across industries. Decades of real operational expertise. Zero investment in how that expertise looked to the outside world.
AtSource came to us with a single logo file and little else. The logo was busy, dated and designed for print before digital existed, with no supporting assets or system behind it. Half the board resisted a rebrand entirely, believing that if the business was running, the brand must be working.
The turning point was helping them see the brand as a business tool rather than a cosmetic one. Like many established industrial companies, AtSource thought of branding as making things look nice. We showed them where it was already affecting the business, from the talent they could attract to how new clients sized them up before a single conversation. Once the board saw the brand as something with real commercial consequences, the conversation changed. In an industry where most companies ignore branding, the chance to stand out was sitting there unclaimed.The new AtSource brand is built around confidence and forward motion. The icon, a custom A-form mark with sharp geometric construction, reads as modern, industrial, and precise. The primary palette pairs a deep navy with a high-visibility orange, giving the brand energy and presence without losing credibility. The wordmark uses a custom-altered version of Azonix, a typeface with strong graphic lines that signals reliability and progressiveness in equal measure.
The full system was built out across a complete brand guide, digital marketing collateral, stationery, and brand application concepts, giving AtSource a foundation to apply consistently across every touchpoint for the first time in the company's history. The brand now looks like a business that has kept up with the times, because the business itself has.
AtSource went from a single logo file to a complete, scalable brand system. For a company operating in an industry where most competitors have not invested in their visual identity, the new brand is an immediate differentiator. It signals competence and modernity to the clients they are trying to win and the talent they are trying to hire.
This project is also a good reminder that some of the most valuable design work happens before any design does. The business case for branding, argued clearly and connected to real outcomes, is often what separates a client who sees design as decoration from one who understands it as strategy. Once AtSource understood what was at stake, the creative work followed naturally.
INDUSTRY
Waste and recycling equipment
SERVICES
Rebrand
Creative Direction
Branded Stationery Material
​
BEFORE & AFTER
Before: A single dated logo file with no supporting assets, no digital adaptability, and no system. A brand that had not evolved since the company's early years.
​
After: A complete modern brand identity with a full visual system, digital collateral, stationery, and brand application concepts built to carry the company into its next chapter.
-%20large_colour.png)
THE PROCESS +
This project required a different approach from the start. Before any design work, we had to make the case for design itself. That meant reframing the conversation away from aesthetics and toward business outcomes: talent acquisition, client perception, market differentiation, and long-term brand equity. Once the value was understood, we could get to work.
Discovery focused on where AtSource actually stood in the market and what they needed to signal to both potential hires and new clients. We built a creative direction document, then presented three distinct visual directions in a mood board session. For a client who had been skeptical of the process, this session was critical. Seeing three concrete options in the room moved the conversation from abstract debate to real decisions, and the direction came together quickly from there.
STEPS
-
Business case for branding:
aligning on value before design -
Discovery and competitive landscape
-
Creative direction document
-
Mood board presentation: three visual directions
-
Collaborative direction refinement
-
Logo and full visual identity system
-
Brand guide, digital collateral, and stationery
-
Brand application concepts