RecycleSmart, a waste removal organization in Contra Costa County, California, was looking to change customer behavior by increasing standard recycling and food scrap recycling. Their dense website and text-heavy newsletters were not having the desired impact.
I served as the lead designer in rethinking RecycleSmart's site, and developing a digital and print newsletter that would reach customers in accessible, compelling, and easy to use ways. Through research provided by RecycleSmart, and in-house testing, our team focused on their audiences—making the case for recycling without preaching through the development of highly visual designs.
The website and newsletter have won awards from the California Association of Public Information Officers, the Association of Marketing and Communications Professionals, and the Academy of Interactive Visual Design.
Through my art direction, and collaboration with a videographer and photographer, the site's hero graphic features visual representations of each audience type recycling in their own environment.
The site's visual style, and layered card aproach was shaped by the newsletter's editorial design influence.
Each iteration of the site (sketches, wireframes, and mockups) was tested with approximately three to five people in UXPin. Learnings from these tests led to a better understanding of navigation content and placement, use of the site's value proposition, and overall site experience.
The bold, visual forward newsletter takes inspiration from the pagination and thoughtful design of editorial consumer magazines, using infographics, photos and illustrations to unpack dense information.
Both the site and newsletter use photography that reference relatable, lifestyle environments. Prior to design, I compiled example magazine layouts we wanted to emulate.
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