The Ask
Tasked with solving a real need in San Francisco in regards to education, my goal with this project was to inform people of the need for waste reduction.
In response to a pressing need in San Francisco to tackle waste reduction, I embarked on a project aimed at raising awareness and driving behavioral change. The objective was to educate the community about the critical need for waste reduction and provide practical, actionable solutions for everyday life.
To achieve this, I designed an engaging online platform that serves as an educational resource. The platform not only informs users about the environmental impact of waste but also offers simple, actionable steps they can integrate into their daily routines. Complementing this digital experience, I developed a prototype for a zero-waste app. This app is intended to function as a daily tool, guiding users in modifying their trash disposal habits and supporting them in adopting a more sustainable lifestyle.
In this case study, I will illustrate how I identified a significant societal issue and crafted a cohesive solution that addresses this challenge. By combining educational content with practical tools, the project aims to foster a more informed and proactive approach to waste reduction.
The Research
To kick off my research, I explored key aspects of San Francisco's cultural identity, which revealed several important characteristics of the city:
Health-Conscious: San Francisco places a high value on health and wellness.
A Virtual Hub: The city is a significant player in the digital and virtual space.
Diverse: It is ethnically, culturally, and demographically rich and varied.
Given these insights, I considered various topics that would fit the educational objectives of the assignment. Many areas already had effective solutions in place, but I identified a notable gap in environmental change initiatives.
San Francisco has set an ambitious goal to achieve Zero Waste by 2020. In response, I delved deeper into the city’s strategies and discovered that a major challenge lies in re-educating a misinformed public. There was a prevalent misconception that zero-waste meant not throwing anything away at all, which is not accurate.
The true goal of zero waste is to minimize the use of the waste bin by maximizing recycling and composting. The confusion surrounding waste segregation—what goes in which bin—highlighted a key opportunity. This insight led to the concept of incorporating a trash sorter feature into the app. Alongside this, I proposed an online educational platform and a zero-waste delivery service to streamline the transition to a zero-waste lifestyle. These elements aim to simplify the process and make adopting sustainable practices less daunting for users.
The Idea
Based on my research, I developed a solution designed to address the main barrier to adopting a zero-waste lifestyle: convenience. I proposed a zero-waste subscription service that aims to simplify the transition by delivering essential kits directly to users.
Service Overview: The subscription service offers a selection of kits tailored to various needs—such as cleaning supplies, kitchen essentials, toiletries, cosmetics, and travel items—all packaged in zero-waste materials. Users can opt for monthly refills, ensuring they always have access to sustainable products without the hassle of frequent shopping trips. This approach tackles the inconvenience factor and encourages consistent use of eco-friendly products.
Accompanying App: To further support users in their zero-waste journey, I developed an intuitive app designed to assist with waste sorting. The app allows users to input details about the items they wish to dispose of and provides clear instructions on which bin to use. Each interaction not only directs users to the appropriate bin but also offers educational information on other items that can be sorted similarly. Additionally, the app explains the processes that follow disposal, helping users understand the environmental impact of their choices.
Together, the subscription service and the app address both the practical and educational aspects of adopting a zero-waste lifestyle, making the transition smoother and more manageable for users.
The Analysis
Upon analyzing the strengths, weaknesses, and target audience for my concept, I focused on developing the brand’s core ideals, language, and visual identity.
To address the challenge of conveying a complex goal—zero-waste living—I chose to adopt a brand imagery that is both friendly and iconographic. This approach was deliberate to counteract the common feeling of being overwhelmed by recycling and waste reduction. By using simple, approachable visuals, the brand aims to demystify the process and make it more accessible.
The imagery is designed to be clear and intuitive, using icons and illustrations that simplify the concepts of waste sorting and sustainability. This visual strategy helps break down the complexities of zero-waste practices into manageable, easily understandable components. The friendly and approachable design fosters a positive user experience, encouraging engagement and reducing the perceived difficulty of adopting eco-friendly habits.
The Inspiration
In shaping the visual identity for my project, I started by examining how other environmental organizations engage with their audiences. This research revealed that a clean, illustration-based graphic style would effectively communicate the essence of my concept and differentiate it within the environmental sector.
I opted for a flat and minimal illustration style, which helps in maintaining clarity and simplicity. This approach not only aligns with current design trends but also supports the goal of making the concept approachable and easy to understand. To enhance this friendly and welcoming tone, I selected a bright color palette. The vibrant colors not only capture attention but also convey a sense of optimism and positivity, reinforcing the approachable nature of the brand.
By adopting these design choices, I aimed to create a visual identity that resonates with users, clearly identifies the environmental focus of the project, and reduces the complexity often associated with sustainable living.
The Sketching
Once I settled on the name for my company, I focused on identifying symbols that effectively represent knowledge and the principles of recycling or zero waste. My research revealed that circles are universally recognized symbols of knowledge, symbolizing continuity and completeness.
In the early stages of logo development, I incorporated an arrow into the design. This element was chosen to signify positive change and forward movement, aligning with the company’s mission to drive sustainable practices and make a meaningful impact. The arrow not only enhances the logo’s visual appeal but also reinforces the idea of progress and transformation.
Additionally, I explored the use of ligatures within the logo. By experimenting with these elements, I aimed to create a logo that is both distinctive and representative of the company’s values, ensuring it effectively communicates the essence of knowledge and environmental stewardship.
The Logo
Initially, my logo design featured a circle with an upward arrow to symbolize knowledge and positive change. However, this approach proved to be too abstract and didn’t accurately represent the concept I had developed.
To address these issues, I revised the logo to include iconography that more clearly represents environmental efforts. This new design aims to better reflect the company’s commitment to sustainability and simplify the visual message, ensuring that it aligns with the company's mission and resonates more effectively with the audience.
Initially, my logo design featured a circle with an upward arrow to symbolize knowledge and positive change. However, this approach proved to be too abstract and didn’t accurately represent the concept I had developed.
To address these issues, I revised the logo to include iconography that more clearly represents environmental efforts. This new design aims to better reflect the company’s commitment to sustainability and simplify the visual message, ensuring that it aligns with the company's mission and resonates more effectively with the audience.
I chose a playful and bold typeface for the logotype to keep the friendly attitude consistent. The mark is organic and abstract, using a ‘W’ to mimic a natural environment.
I chose a playful and bold typeface for the logotype to keep the friendly attitude consistent. The mark is organic and abstract, using a ‘W’ to mimic a natural environment.
The Illustrations
Next, I developed an icon set to represent each zero-waste kit. These icons are used to help users navigate the website by clearly distinguishing between the different kits available.
For the informational illustrations, I created two scenarios showing how user actions impact the environment. These scenarios are presented side-by-side on the website to highlight the need for change. I chose to illustrate these scenarios rather than using photographs to make the information easier to understand. This approach also sets my brand apart from other environmental efforts that often focus on the negative aspects of waste through photography. Instead, my illustrations emphasize the positive outcomes achievable through sustainability.
The Brand
Keywords:
Clean
Attainable
Simple
Considerate
Personable
Helpful
Waste Not is a complete solution for individuals aiming to embrace a zero-waste lifestyle. It offers a range of kits, a convenient delivery system, and an online guide designed for everyday use.
Our primary goals are to educate both prospective and current users, popularize the zero-waste concept to facilitate future expansion, and ensure a smooth transition to sustainable living.
At Waste Not, our mission is to redefine recycling and make zero waste an accessible and integral part of daily life.