Social Media Visual System & Campaign Design
Client:
Grundon Waste Management
Challenge:
Develop an engaging social-first campaign that could communicate sustainability messages more effectively on Instagram while remaining aligned with Grundon's established brand identity.
Responsibilities:
Led the visual development of the campaign, creating a distinct sub-brand, illustration style, and scalable content system for social media. Collaborated with the marketing team to translate campaign objectives into engaging visual content, establishing flexible design principles that maintained consistency across multiple topics while supporting audience engagement and brand recognition.
Grundon sought to increase awareness of reducing everyday plastic waste through a month-long social media campaign designed specifically for Instagram. Working from campaign themes and content provided by the marketing team, I developed a dedicated visual identity that sat within the wider Grundon brand while introducing a more engaging and accessible tone. Through custom illustration, typography, and a flexible visual system, I created a scalable framework that could be applied consistently across multiple campaign messages. The resulting campaign strengthened visual recognition, supported clearer communication of sustainability topics, and introduced a more creative approach to audience engagement across Grundon's social channels.
