A BRAND, LIVING AND EVOLVING

Following on our development of a refreshed visual identity for the Clean Up Australia brand (see here) – which involved strategically dissecting and enhancing the existing logo and key components – it was time to put it to work. We applied the new visual system we created across various campaigns, tailoring each to effectively communicate the brand’s initiatives and mobilise action.

CLIENT

Clean Up Australia

SECTOR

Not-For-Profit

SERVICES

Campaign Creative, Campaign Production, Campaign Rollout

Inspired by the Clean Up Australia Day artwork we had produced previously, we adapted the artistic style in line with each campaign’s mission and messaging. Using bold colours and strong typefaces, we crafted individual artworks derived from the logo’s elements. This approach enabled us to tell richer stories, capitalise on brand recognition, and tailor our visual presence to resonate with each specific campaign.

Campaign one: Clean Up Australia Day 2024

To promote the annual Clean Up Australia Day, the campaign’s visual treatment drew inspiration from poster art, bold typography, and a touch of anti-design. We incorporated iconic elements of the Clean Up Australia logo – handwritten typography, stylistic illustrations, and rays of sunlight – to create a sense of energy with familiarity. Thick-weighted typography and bold verbs – “Mobilise,” “Unite,” and “Join” – were used to draw attention and inspire action.

Campaign two: Clean Up EOFY Donations 2024

The EOFY Donations campaign plays a simple yet critical dual role: to call for much-needed donations to extend Clean Up Australia’s mission and purpose beyond a single day.

This necessitated the use of visuals that are more direct, identifiable and action orientated. We applied our visual treatment to create a common collections receptacle – the quintessential glass jar. We filled it with a combination of cash and rubbish – the two things we hoped to inspire Australia to help us collect. This impactful visual was accompanied by bold, simple messaging to mobilise the audience.

Campaign three: Biggest Ever Clean Up 2025 – Clean Up Australia Day and EOFY Donations

In commemoration of 50 years of Clean Up Australia in 2025, we set about bringing people together from all walks of life to join the biggest ever Clean Up Australia Day.

Through illustration, we showcased a day full of energy, fun and movement as everyone does their bit to preserve, conserve and clean up Australia. The messaging was simple and clear to motivate action and involvement in something big. We adapted the messaging on the design to create certificates for those who participated.

We further evolved the messaging to encourage donations for the EOFY campaign around the premise of let’s keep going – mobilising people to get involved through donations to keep Clean Up Australia in operation.