With a logo of just a bin, it was easy to see why the public thought that Keep Wales Tidy’s sole responsibility was to pick up litter, but in reality, they do so much more. With a brand new identity, we were able to show Wales what they really stood for. In order to change the public perception, we created a new brand that really reflected the breadth of Keep Wales Tidy’s work.
We arranged interviews and workshops with a cross-section of their employees and volunteers to give us a true sense of the organisation’s breadth of work – inspiring us to create a flag logo, styled in a patchwork of hand-drawn icons.
From coastlines to castles, law making to litter picking, we ensured each of the logo’s icons represented a particular activity or project – articulating all of Keep Wales Tidy’s work in a completely harmonious way. This, alongside new brand guidelines and a refreshed tone of voice, helped to give Keep Wales Tidy a whole new identify which people could recognise.