Forster creates ‘holistic’ brand for Waste Watch charity

Forster has rebranded the charity Waste Watch, aiming to reposition the organisation away from its focus on recycling, and towards a more ‘holistic’ approach to reducing waste.

The consultancy was appointed in December 2009 following a three-way pitch, and worked on the new identity until July.

The project involved creating design guidelines for the website, which launches this week, as well as a new visual identity to be applied all stationery and printing materials.

Following Forster’s research among Waste Watch stakeholders, it was decided that the name would be retained, though a new strapline – ‘waste less, live more’ – was created.

A spokesman for Waste Watch says, ‘We see sustainability as both an environmental imperative and a strategic opportunity. The new brand identity reflects this strategic direction.’

Part of Forster’s brief was to retain Waste Watch’s colour scheme, and the new logo features a purple, grey and blue palette with oval shapes to create the feel of ‘echo and movement’, says Forster senior designer Andrew Pate.

He adds, ‘Visually, the transformation mark is the key element of the new visual identity: made of ellipses and a gradation of vibrant colours, it brings to life the new brand proposition.’

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