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WASTE-ED WITH KATE


Identity System | Social Media | Publication Design | Brand Strategy | Art Direction

Client: Waste-Ed with Kate
CREATIVE DIRECTOR & GRAPHIC DESIGNER: Hamish Besley


Waste-ed is a private education provider contracting to councils and corporations around New Zealand, focused on sustainability and waste reduction. My task was to refine and strengthen their brand identity across digital and print platforms, addressing inconsistencies while preserving their unique everyman personality and underlying values.

The existing brand elements showed potential but lacked cohesion, with undefined fonts and colour palettes, inconsistent stylistic tones, and underutilised branding opportunities. I identified that previous branding attempts may have been too complex for daily operations, and there was an element of organic 'anti-branding' at play.

To address these challenges, I developed a comprehensive brand strategy to serve as a guiding framework for all public communications. This strategy aimed to create a consistent and impactful brand presence while aligning with Waste-ed's mission of down-to-earth waste sustainability education. For the brand identity, I focused on creating expandable brand assets and an easy-to-follow style system that ensured simple application by the Waste-ed team.

I prioritised core touchpoints of social media and educational resources to ensure a cohesive customer experience. Canva templates were a crucial part of the delivery, enabling the team to take ownership and expand their brand independently. This approach balances professional consistency with operational practicality, allowing Waste-ed to maintain their approachable persona while presenting a more unified brand image.  
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