Insight-based, sustainable brand design and campaigning
Organisations across Scotland could save nearly £3 billion every year by using water, energy and raw materials more efficiently. Zero Waste Scotland’s ‘Resource Efficient Scotland’ service combines specialist support on the three sustainability streams to help businesses do exactly that. But it needed a powerful, engaging brand with overarching clarity, and sufficient flexibility to appeal to businesses, the public sector and charity organisations.
Informed by insight from audience testing, we created a vibrant circular motif that captured the sustainable benefits of using the service. This core identity contains a myriad of contextual icons, illustrating the many little behaviours we can all adopt to use less energy, water and raw materials. The brand was supported by brand iconography, an engaging strapline, and a set of brand guidelines.
Alongside a range of print and online materials, we created a charming animated film of the brand in action, which was used to launch Resource Efficient Scotland, capture the imagination of organisations across the nation, and inspire the employees delivering the service. More than 34,000 individuals from a range of organisations access support annually from the Resource Efficient Scotland Advice and Support Service. A resourceful approach all round.