role: strategist, art director, copywriter
category: waste treatment
year: 2021
category: waste treatment
year: 2021
context
To grow in a climate of conservative consumption, a waste treatment company must position itself not only as an operator of recycling technologies but as an ambassador of a shift in collective consciousness. I aimed to create a brand that communicates this mission from within.
conceptial move
The world is no longer infinite. Survival depends on redefinition. In a closed system, nothing is worthless — everything has a place. In a world that no longer has room for garbage everything is accounted for. ZERO waste: it is what the true ecological balance looks like. The concept was built around the slogan There is no waste, both verbal and visual centerpiece of the brand’s communication.
system logic
The concept is built on radical reduction. The visual system relies exclusively on restrained color, typography, and black or white backgrounds, eliminating all non-essential elements. Eco-friendly materials are used as an integral part of the design, reinforcing the idea that sustainability is not an aesthetic layer, but the foundation of the brand’s thinking.
outcome
The project formed a radical, easily recognizable system that breaks with established visual habits and invites a reconsideration of consumption and responsibility.
The lack of an initial strategy was mitigated by developing a proxy strategy, and the need for a new mindset was addressed through an identity design that is inherently communicative, using a slogan as an integral part of the brand’s core.
