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 site, and developing a digital and print newsletter. 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 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 type 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 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 imagery and layouts that reference relatable, lifestyle environments.
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