Visualising data to convey the impact reducing waste can have on business and the environment
Bin Trim
Brand strategy
Brand positioning
Tone of voice
Visual identity
Brand guidelines
Environmental design
Wayfinding
Project overview
Bin Trim is a program run by the Environment Protection Authority (EPA) of New South Wales. The Bin Trim program exists to help small to medium sized businesses take action on their waste to save time and money while decreasing their footprint on the environment by providing free assessments and rebates which allow the businesses to implement recycling and waste management practices. Bin Trim approached us off the back of work with their ‘parent’ EPA brand, as the subsidiary program needed help to develop a refreshed strategic positioning and tone of voice as a part of an overall rebrand. Whilst the program delivers transformative, client-tailored services and solutions powered by online tools and in-person assessments all aimed at developing more efficient and cost-effective businesses, their brand was generically corporate in its positioning, and their wealth of statistics and figures lacked impact and were coming across flat in their communications.
The idea
We started by working with Bin Trim to create a differentiating brand strategy that helped clarify their positioning in relation to their target audience, and which was also relevant and spoke to a younger generation of businesses and start-ups. It became clear that Bin Trim needed to reassert its purpose and ambition to collaborate with businesses, as a peer or mentor with a genuine desire to make positive impact in their clients’ worlds. We created a brand concept ‘slicing waste’ for the visual identity, in which the financial savings that businesses could make by using the BinTrim assessment tools and other facts and figures are visually represented. The brand system that we developed allows Bin Trim to create numerically-accurate layouts and designs, which let the facts and figures used in Bin Trim’s communications talk clearly and convincingly. We also created tone of voice guidelines, developing a suite of headline and subheader styles to further help Bin Trim to clearly express themselves through their messaging and compellingly convey their potential impact to new businesses.
The challenges of the brief were to refresh our somewhat dated and and un-engaging brand and deliver and impactful and inspiring action-based brand to help us change behaviours around business recycling
- Alice Morgan, Project Officer: Business Recycling Unit, EPA
The visual identity developed was both impactful and intelligent, utilising a a graphic system which clearly brings to life the concept of ‘slicing waste’
- Alice Morgan, Project Officer: Business Recycling Unit, EPA
Acknowledgements
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