Evolving one of the country’s most recognised community brands for a new generation.

Originally engaged in 2023, the brief was to renew Clean Up Australia’s presence amid declining awareness, engagement, volunteer participation and donations. The ambition was to elevate the organisation beyond a single iconic day in the national calendar, reinforcing its year-round mission to inspire communities to improve and conserve the environment, eliminate litter and end waste.

The Challenge

For more than 30 years, Clean Up Australia has built extraordinary recognition and goodwill. Early exploration revealed that a complete redesign would risk diminishing valuable legacy equity already embedded in the public consciousness.

The real opportunity was not to replace recognition — but to strengthen it.

A strategic audit identified that while the logo remained iconic, the broader visual identity lacked the supporting elements needed to sustain relevance, flexibility and cut-through across modern channels.

The Response

We evolved the brand by building a broader identity system around the existing mark.

The refreshed system drew from the qualities already associated with Clean Up Australia — optimism, accessibility, youthful energy and community momentum. New illustrations, artworks, colour extensions, graphic devices and communication tools were developed to reduce over reliance on the logo while increasing recognisability and versatility.

The creative direction was inspired by the spirit of grassroots movements — handmade posters, noticeboards and communities rallying behind a shared cause. Active, visible and human.

Typography was redefined to work in partnership with the imagery: bold, motivating expressions to drive action, balanced by clearer and more approachable styles that created warmth, trust and accessibility across broader audiences.

The Outcome

Launched in 2024 ahead of Clean Up Australia Day, the renewed identity helped increase engagement and visibility nationally.

Following its success, the partnership expanded to include:

• 2024, 2025 and 2026 national campaigns

• Annual donation drives

• 35 Year Anniversary communications

• Spring Clean Up initiatives

• Full website redevelopment

In 2025, Clean Up Australia celebrated its 35th anniversary and largest year on record, reaching 1,000,000 volunteers and the strongest donation drive in the organisation’s history.

My Role

Creative Lead across visual identity evolution, campaign development and ongoing brand rollout.

Responsible for concept creation, identity systems, campaign creative direction, stakeholder engagement, supplier management, TV campaign oversight and website redevelopment leadership.

Having known the organisation since primary school, contributing to the growth of such an iconic Australian brand has been both a professional milestone and a personal privilege.

WEBSITE