McIntyre logo design
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We love our new branding. Thanks for bringing McIntyre back to life :)


Over 150 years, a family-owned business in Nottingham has grown from a humble scrap yard operator into a major manufacturer and supplier of recycling systems with 27,000 installations worldwide.

However, by 2014, under its most recent name of JMC Recycling Systems Ltd, the company had developed a portfolio of products so extensive that its core customer proposition of 'superior quality, performance and profit enhancement' was beginning to drown in a sea of multi-branded product literature.

The company invited Lathwell & Associates to help it bring clarity to its marketing strategy and reinvigorate its brand. 

During an all-day, all-team brainstorming, it became clear that the company's original manufacturing brand name of McIntyre still has a high level of recognition and respect around the world. Over the subsequent six weeks, we worked with the internal team to develop a new brand identity around the McIntyre name.

The new logo is in the shape of a pentagon in a nod to JMC’s logo, but is in a striking gold to underpin the company’s re-discovered self-confidence, captured in its new corporate tagline of ‘the gold standard in recycling systems.’

We also worked with the team to more clearly present McIntyre's many products and services as sector-specific solution suites - for processing metal, cars, waste and aluminium.

We then built on these foundations to create a comprehensive new visual identity for the company, a suite of corporate and solution messages, and a range of templates for McIntyre's staff and agents to use worldwide - from quotations and data sheets to exhibition flyers and brochures.

In addition to copywriting all the core pieces of collateral, we also wrote a number of case studies and PR materials for the company's official brand unveiling at the RWM Expo at the NEC.

With the new look also rolled out to the machines and staff clothing, we think it was definitely the 'best dressed in show'!