Creative Waste Solutions
Role
Lead Designer
Scope
Logo
Branding Guidelines
Stationery
Tools
Adobe Creative Suite
Figma
Year
2023
About
Create Waste Solutions is a sustainability-led waste management company driven by innovation, safety and environmental responsibility. Their services are tailored to meet complex client needs, combining green practices, modern technology and community engagement. With a strong commitment to putting people and the planet first, the brand needed to reflect both their operational expertise and their progressive mindset.
Role
I led the brand identity redesign developing a new visual language and supporting style guide that clearly articulated their values and ambition. My role encompassed brand concept development, visual identity design and the creation of a flexible system capable of supporting the business across digital and print applications.
The Challenge
The challenge was to move beyond the visual conventions typically associated with waste management and create a brand that felt modern, confident and forward-thinking. Create Waste Solutions wanted to differentiate themselves through innovation and sustainability, while still communicating reliability, scale and trust in a highly regulated industry.
Approach
To anchor the new identity, I developed a green Penrose Triangle as the primary brand asset. This symbol references the universal recycling mark while introducing a more conceptual layer, evoking the infinite, Möbius-style loop of circular waste management. The form communicates continuity, efficiency and long-term thinking, reinforcing the company’s commitment to sustainability.
The wider identity was designed to be strong, vibrant and flexible, supporting the brief’s objective of “thinking different” about waste. Colour, typography and layout were carefully balanced to ensure the brand felt bold and contemporary without losing clarity or professionalism. A comprehensive style guide was produced to support consistent application across all touchpoints.
Impact
The new brand repositioned Create Waste Solutions as a modern, sustainability-driven organisation with a clear point of difference in the market. It provided a cohesive visual framework that supports growth, reinforces their environmental ethos and enables confident communication across digital platforms, vehicles, uniforms and customer-facing materials.
