Casella

A Safety Foundation that Starts with People

From day one, it was understood that for safety to take root in Casella’s culture, it must be built from the ground up — starting with the men and women whose lives it impacted. We went straight to the source, conducting on-site interviews, roundtable discussions, and workshops with employees from every division of Casella. Insights from their day-to-day experience set an authentic foundation to build upon.

What We Did: 

• On-Site Visits of Operational Facilities
• Online Safety Surveys
• Employee Interviews
• Roundtable Safety Discussions
• Safety Workshop with Key Stakeholders

Making Safety Personal, Actionable, and Empowering

Insights pulled from the front lines all pointed to one thing: to be impactful, our message had to connect on a personal level. We needed to tie safety to what matters most in the lives of Casella employees. The Power of Safe Work spoke to the lived experience of individuals — the specific hazards they face on the job and the lives and loved ones they value off it.

What We Did: 

• Safety Brand Identity
• Safety Philosophy & Pillars
• A Three-Step Behavioral Framework
• Roles-Specific Behaviors & Messaging
• Hazard-Specific Avoidance & Training

Making Safety Stand Out

With our safety message in place, we needed a visual system to scale it. The safety brand designs had to accomplish two important things — catch employees’ attention on site and fit snugly within Casella’s existing brand framework. FieldWrk delivered a comprehensive, easy-to-apply visual system with guidelines for digital, print, and production safety materials. 

What We Did: 

• Safety Brand Visual Identity
• Application Guidelines
• Graphic Design Assets
• Safety Poster Templates
• Custom Icons for Hazard Identification
• Safety Messaging Guidelines

A Library of Safety Training Media

FieldWrk empowered Casella’s internal safety team with engaging safety content for repeated training. Consistent messaging, hazard-specific instruction, in an engaging media format designed to break the mold of bland training videos and hold employees’ attention. Filmed over more than six production dates and edited to coincide with monthly safety topics, the training video library is an essential part of Casella’s internal program.

What We Did: 

• On-Site Media Visits
• Scripted Training Instructions
• Voiceover Training Messaging
• Footage with Actual Casella Employees
• Demonstrations of Safe Behaviors

Driving Real, Measurable Safety Impact

A brand is only as strong as the impact it creates. In no area is this more true than safety. FieldWrk empowered Casella’s internal safety teams with key deliverables to roll out the safety messaging and programs to employees. These materials are embedded into the facilities and work environments where safety lives on a daily basis, creating regular touchpoints with employees. 

What We Did: 

• Safety Overview Video
• Safety Training Video Series
• Digital Smartboard Safety Reels
• Print Assets
• Safety Hard Hat Stickers

Greater Awareness, Fewer Incidents

Since the internal launch of their safety brand, Casella has seen a measurable decrease in safety incidents company-wide. Employee engagement in safety has reached new heights, and it’s continuing to grow. These results are not only proof of the power of great safety branding, but of what’s achievable through partnerships with like-minded teams.