CLIENT

Clean Up Australia

SECTOR

Not-For-Profit

SERVICES

Strategy, Verbal Identity, Visual Identity, Website Redesign

Clean Up Australia: A New Way Forward

Clean Up Australia is one of the nation’s most iconic community organisations, inspiring millions of Australians to take action for the environment since 1989. Our brief was to modernise their website in line with their refreshed visual identity, ensuring a reflection of the organisation’s evolving brand and mission, while making it easier for people to get involved.

“Thank you Uberbrand for the superb care and attention that has gone into delivering our new website at Clean Up Australia. Your deep respect and understanding of what our organisation stands for shines through in every detail. It has been a labour of love I know, and we are so grateful and completely delighted with the result.”

Pip Kiernan, Chair
Clean Up Australia

Strategy

We approached the project as more than a design update. The goal was to align Clean Up Australia’s online presence with its grassroots spirit and future vision, balancing brand legacy with digital best practice. A key challenge was managing over 400 pages of existing content while preserving the organisation’s strong search visibility. Our SEO strategy began with a full audit of rankings and traffic value, identifying which pages to retain, consolidate, or redirect. From there, we mapped a new site architecture aligned to audience intent, supported by keyword research to ensure every high-value page had a defined role in discoverability.

Verbal Identity

We refreshed the site’s copy to be warm, clear, and action-oriented – encouraging Australians to sign up, donate, or get involved. Alongside SEO optimisation, we ensured every message was designed to be discoverable. Metadata, headings, and keyword inclusions were carefully integrated to strengthen relevance and reach without sacrificing clarity or authenticity.

Visual Identity

The new website embraces a modern, simplified design that feels approachable and uncluttered. The layout strips back unnecessary complexity, focusing on clarity and ease of use. A light, fresh colour palette with stylised hand-drawn accents captures the grassroots, community spirit of Clean Up Australia while appealing to a new generation.

Photography of real volunteers anchors the site in authenticity, while bold typography and generous white space create a sense of energy and accessibility. Clear calls to action — “Register a Clean Up” and “Donate” — are consistently placed to guide users. The overall effect is a vibrant yet streamlined visual identity that balances heritage with modern usability, ensuring the site feels both trustworthy and inviting.

The visual system also emphasised accessibility, ensuring users could quickly navigate to events, resources, and donation opportunities.

Result

The refreshed website honours Clean Up Australia’s legacy while positioning it for the future. With improved navigation, optimised copy, and an uplifting visual identity, the platform makes it easier than ever for Australians to take meaningful action for the environment—helping Clean Up Australia continue its mission of inspiring community-led change.