Fresh From The Field — Waste Wise – By MSO Design
Our friends over at MSO Design were asked by Upper Hutt City Council to create a vibrant waste wise education campaign on the Seven Rules of Waste Reduction. Incorporating the Ruru and its association with wisdom, they conceptualised a playful and bold identity that delivered the message in a way that was fun and easy to understand by all of the various demographics within the community.
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MSO Design was commissioned by Upper Hutt City Council to create a vibrant community education campaign to mark the start of a much bigger conversation around waste reduction. This campaign was underpinned by the Waste Management and Minimisation Plan (WMMP) for the Wellington region. It is one of 19 regional actions which collectively seek to reduce waste to landfill and ensure that the Wellington region is doing its part towards waste related social, economic, cultural and environmental responsibilities.
The purpose of the waste wise campaign is to educate the community of the Seven Rules of Waste Reduction – “If we consider those rules when we’re buying something, or about to throw something out, then we’ll be able to reduce the amount of rubbish going to the landfill”.
This message needed to be delivered in a way that was fun and easy to understand by all of the various demographics within the community.
The Design Response:
The idea of an educational campaign was first and foremost in our mind when starting this project. Taking into consideration that the design and messaging would be used in a variety of settings; environmental, classroom, home and business.
The name and mark was our starting point. Incorporating the Ruru and its association with wisdom, helped conceptualise the playful and bold identity. From here, we crafted a set of bold and vibrant illustrations for each stream, working within the UHCC Brand Guidelines. The result was a versatile tool box of assets, ensuring each stream could stand along or work together as a set.
The overall campaign communicates simply, making the ‘Reducing Waste’ message fun and engaging, motivating the community to take up the challenge.
The Design Team:
Kellie Robins, Creative Director
Scott Irvine, Designer/Illustrator
The Client Team:
Upper Hutt City Council