Firm with Cheshire roots shows top designers how a sense of humour can result in sales success

Waste management firm, serious**, which started life in Macclesfield eight years ago, will be telling creative designers in London how a sense of humour in their recent re-branding has brought them an increase in sales.

David Birkett, Managing Director of serious** will be at a D&AD Creativity Works Breakfast at television’s Channel 4 on 15th February to demonstrate how a sense of personality and humour was introduced to the world of waste management, along with Richard Scholey, Creative Director of design consultancy Elmwood, who worked on the project with serious**.

Serious Waste Management took over the Cheshire businesses, Cesspool Service in 1996 and H B Parker The Septic Tank Service in 1999 and continue to service properties and clients in and around the Macclesfield and Tarporley areas. With operating centres at Adlington and Waverton, Cheshire is now their biggest tanker operation in the country.

David added: “ We are honoured that the work done on re-branding the company has received so much critical acclaim. Sales have increased by 50% since we launched the new campaign despite being in a market where image is not perceived as being important.”

The appropriate dark brown and green corporate colours along with the straplines such as
“we deal with **it” and “ **it happens” have caught the judges’ eye in various design awards and Serious Waste Management will be talking about how their unorthodox approach to the subject of waste is now catching the public’s eye, which is resulting in increased business.

Richard Scholey, of Elmwood, added: “ We’ll be giving a presentation to some of the top designers and marketeers about how developing a brand with attitude that’s appropriate for both the markets and the individuals heading up Serious, can create a genuine impact in an industry not renowned for its visual sophistication. We’re delighted that the re-branding has created success for both David and ourselves in terms of generating new business and winning numerous creative awards.”

The D&AD Creativity Works Breakfast is an annual event where senior design industry figures meet and discuss campaigns that have made a significant impact upon a brand’s success.