VERTECH
Cutting edge waste equipment
Vertech is the new premium product range from Waste Initiatives—one of Australia’s most trusted names in industrial waste management. Designed for large-scale clients such as councils and corporations, Vertech offers heavy-duty, high-performance equipment with lifetime support and servicing. With the vision to eventually stand as its own brand, Vertech required a bold identity that could carry weight in the industry while remaining connected to its trusted parent.
The Challenge
Waste Initiatives identified the need to elevate their offering for clients with highly complex waste management needs. Their existing product ranges, while effective, didn’t reflect the level of innovation, quality, or long-term value that these customers expect. The challenge was to create a premium sub-brand that felt engineered, reliable, and distinctly high-end—without disconnecting from the reputation and trust already built under the Waste Initiatives name.
Our Approach
Working closely with the Waste Initiatives team, Engineroom led the creation of Vertech from the ground up. We facilitated brand strategy workshops to define the name, tone and positioning of this new range. Inspired by the inner mechanics of industrial machinery—blades, rotors, precision components—we crafted a distinctive visual language, using sharp, angular shapes and a custom extended typeface to convey performance and technical precision.
The colour palette of Midnight Blue and Concrete was chosen to reflect strength, trust, and a sense of industrial sophistication. Instead of rigid brand guidelines, we developed a set of brand principles and flexible graphic assets—giving designers and marketers the freedom to build with consistency and creativity.
Inspiration
The Results
Vertech launched as a bold, confident brand built for industry leaders. With its own name, identity, and visual system, it stands apart from typical waste equipment providers—appealing directly to high-end clients looking for serious long-term waste solutions. The brand has already made an impact across billboards, advertising, and digital campaigns, helping Waste Initiatives position Vertech not just as a product range, but as a future industry leader in its own right.
