Making recycling feel less like a rule – and more like something everyone can get behind. Recycling is something we all know we should do. But when you’re standing over the bin wondering, “Can this actually be recycled?”, it’s easy to get it wrong. Richmond Council needed a community-focused campaign that could make recycling clearer, more engaging and encourage residents to recycle more. So we created a bright, friendly visual identity with a simple ambition: make good recycling habits feel easy, positive and something the people of Richmond could embrace as part of their community.
A campaign with a personality. We moved beyond a more institutional visual style to create something warmer and more approachable. Bold colour, playful illustration and informal typography, created specifically for the campaign, gave it a distinctive personality – while keeping the messaging clear and accessible. The result is a campaign that celebrates the people already doing the right thing, while giving everyone else a little nudge in the right direction.
Turning everyday questions into useful content. We built the campaign around the things residents actually want to know. Rather than framing recycling as a chore, we presented it as a positive, community-led effort. Social content transformed everyday recycling questions into quick, visual answers – making it easier for residents to know what goes where and why it matters. The approach was designed to celebrate active recyclers while giving those who are less confident the simple guidance they need to get it right.
Making the numbers count. We also used clear, data-driven infographics to show exactly what was ending up in Richmond’s general waste bins. By bringing the numbers to life visually, we gave residents an eye-opening look at what could be recycled instead – and showed how small changes, such as using a food caddy, can make a real difference.
From the screen to the doorstep. The campaign extended beyond digital, with resident flyers designed to put practical information directly into people’s hands. Clear collection information, useful reminders and an easy-to-follow format made them something residents could keep and refer back to. A campaign designed to make the right choice the easy choice – and give recycling a little more personality along the way.
