Moirae Creative approached by the team at Waste Less South Yorkshire to create an original, new brand for a campaign aimed at reducing waste and increasing recycling. As the campaign was largely focussed around behaviour change, it was important that we fully understood the demographic that we would be targeting.
Before doing any creative work we studied existing research into behaviours around recycling and waste, and together with the client created 4 user profiles which represented different recycling attitudes across the South Yorkshire demographic. This research led us to create an approachable and positive brand with an eclectic colour palette which could be adapted to different messaging strategies. The logo itself is a visual metaphor, by overlapping "Waste" and "Less" we have effectively recycled the letter "E"!