Client: City of Brighton Environmental Dept.
Project Link: https://www.behance.net/gallery/73259111/Stop-The-Water-While-Using-Me

The Brief

The city wanted to launch a public awareness campaign to increase residential recycling rates and reduce contamination in recycling bins. The previous informational flyers were text-heavy, boring, and ineffective. They needed a creative campaign that was engaging, educational, and visually appealing.

The Creative Strategy

Our strategy was to make recycling feel simple, positive, and impactful. Instead of focusing on negative “don’t do this” messaging, we created a friendly and encouraging campaign called “Brighton Recycles Right.” The visual concept centered around bold, simple graphics and a clear, three-step message: “1. Empty, 2. Clean, 3. Recycle.”

Design Execution

• Campaign Identity: We designed a cheerful campaign logo and a bright, optimistic color palette to grab attention.

• Character Illustrations: We created a cast of cute, anthropomorphic characters for different recyclable materials (e.g., a glass bottle, an aluminum can) that were used across all materials to make the campaign memorable for families and children.

• Multi-Channel Assets: We designed a suite of integrated campaign materials, including posters for bus stops, social media graphics and short animations, direct mail flyers with a clear “what to recycle” infographic, and new decals for public recycling bins.

The Result

The campaign was a huge success. Within six months of launch, the city reported a 15% increase in residential recycling rates and a 20% reduction in contaminated materials. The engaging visuals were widely shared on social media, amplifying the campaign’s reach organically.

Design Disciplines: Campaign Design, Art Direction, Illustration, Information Graphics, Social Media Design