Behaviour-Led Branding Campaign in South Yorkshire

Waste Less South Yorkshire exists to provide advice and practical guidance to residents across the region, encouraging waste reduction and improved recycling habits.

The campaign required a distinctive and adaptable identity capable of driving behaviour change at scale. To achieve this, we began by reviewing existing research into recycling attitudes and, in collaboration with the client, developed four audience profiles reflecting different behaviours and motivations across South Yorkshire communities.

This insight informed the creation of a positive, accessible brand designed to resonate across varied demographics. An eclectic yet structured colour palette allowed for flexibility across messaging, while the logo introduced a subtle visual metaphor, reinforcing the campaign’s purpose through thoughtful design.

The identity was rolled out across a comprehensive suite of assets, from brand guidelines and illustrated materials to high-visibility applications such as bin lorry livery. The system was built to function consistently across both physical and digital environments.

Alongside the brand development, we designed and delivered a brochure-style website to act as the campaign’s central information hub, ensuring residents could easily access guidance, resources and practical support online.