RecycleSmart, a waste removal organization in Contra Costa County, California, was looking to change customer behavior by increasing standard recycling and food scrap recycling.
I served as the lead designer in rethinking RecycleSmart's digital and print newsletter, and company site. 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.
The bold, visual forward newsletter takes inspiration from the pagination and thoughtful design of editorial consumer magazines, using a strong hierarchy and grid, infographics, photos, and illustrations to unpack dense information in a captivating way.
After completing the print design, I created a mobile-first layout that presents the content in an accessible digital format for the newsletter's residential audience.
The site's visual style, and layered card aproach was shaped by the newsletter's editorial design influence.
Through my art direction, the site's hero graphic features visual representations of each audience recycling in their own environment.
Each iteration of the site (sketches, wireframes, and mockups) was tested with approximately three to five people in UXPin. Learnings from these tests, and research provided by RecycleSmart on each audience led to a better understanding of navigation content and placement, use of the site's value proposition, and overall site experience.
The newsletter and site use imagery that reference relatable, lifestyle environments, that were also used as inspiration for photo and video shoots.
Further, through three photo shoots we captured imagery of each audience for these and future branded materials.
As a result of our collaboration, RecycleSmart's marketing efforts were now unified under one consistent style and brand. Following the completion of the newsletter and site, MIG and RecycleSmart's partnership continued on new editions of the newsletter, direct mail pieces, site updates, and other materials.
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