Minus Global 


Previously unnamed, Minus Global is an innovative company operating in the waste management sector that develops proprietary technology to minimize the impact and cost of waste. Paper Strategy was engaged to develop a brand strategy and design a brand identity. 


We leaned into the challenger ethos of the organization to create a brand strategy that was true, yet distinctive to the category. Instead of positioning the business as a waste management company, we positioned the brand to resemble a technology company and established the vision of the relentless pursuit of less.