Drawing inspiration from various design movements, we embarked on crafting an identity that would feel both fresh and familiar. We dissected the logo and, rather than reinventing, we chose to enrich, elevating the components within a design system that allows for future evolution. Using bold colours and strong typefaces, the creation of individual artworks inspired by the logo’s elements allowed us to tell a richer story. The result is a brand identity that not only respects Clean Up Australia’s heritage but also positions it as a dynamic organisation, ready to meet future challenges.