Working with the Recycling Department of the States of Jersey has been a joy and labour of love since 2004! We've collaborated on many projects over the years, so winning the creative pitch to design their complete rebrand at the end of the year was an honour.
The length of service meant that I had a good understanding of the challenges such a brand would face. It would have to sit alongside numerous mini campaigns and sometimes other brands, and therefore be easy to work with. It would have to appeal to businesses ranging from corporate to construction and also work for the average consumer as well as their children taking part in an education outreach programs.
The process also highlighted that Recycle for Jersey had outgrown their old name as much as their brand. They don’t just want the businesses and people of Jersey to recycle their waste, they can do even better than that!
Years ago, their focus was on establishing a behaviour change so that businesses and individuals considered a choice between the recycling and the rubbish bin. Now, their focus is much broader, they want to help customers manage waste upwards through the waste hierarchy and this means supporting them to first reduce their waste and second consider reuse before recycling.
With ‘Reduce, reuse, recycle’ at it’s core, ‘Rethink your waste’ was born.
As I spotted that reduce, reuse, recycle and rethink all start with the same two letters – we used this as an opportunity to connect the old and the new brands along with their original long-term message. Working with OOF! we created animations for screens at the large recycling sites and to sign off video marketing messages. You can watch the video on my Facebook page to see how it works! www.facebook.com/mantrabrandhouse