has played a visible role in the Lansing area for a long time, but that role has changed over the years. Originally a construction company, the family-owned business is now in its third generation and is most known for its waste and energy services.
“We’ve been in business nearly 50 years, but realized the ‘who we are’ and ‘what we do’ was not clear,” says Granger CEO Keith Granger. “Our story had not tracked with our growth.”
Granger partnered with Motion, Marketing & Media to determine how to address the issue. After conducting a brand audit, the Lansing-based firm helped Granger develop a new brand, logo and brand communication plan. The new logo can be seen as a leaf, a flame, or a G, when tilted to the side, and the new tagline is, “We collect tomorrow’s energy.”
“Our new brand symbolizes our strength, excellence in service, environmental approach to waste-removal and forward thinking, innovative solutions for landfill gas-to-energy programs,” says Granger.
The new brand is now visible on the company’s website, bills and six trucks. It will gradually be extended to all carts, trucks and containers as replacements are needed.
Today, Granger has more than 80 trucks on the road each day and operates two landfills, the largest recycling processing facility in the Lansing area, a compost facility and 14 landfill gas-to-energy projects, creating renewable energy in six states.