A branding project on Waste Management to recalibrate the brand's value and encourage people to live reduced waste lifestyles.





Patagonia ’s marketing philosophy

The average person generates 4.3 pounds of waste per day; that’s 1,569 pounds per year.


I was nspired New Yorker Lauren Singer to lead a truly zero-waste lifestyle. Singer produces so little waste that she can fit all of her trash from the past two years in a 16 oz. She achieved this by being conscious about her purchases, and compost, recycling or find an alternative use for all of her waste.

Patagonia is known to be the leading brand for sustainability. Instead of showing polluted environment, they populate their stores with astonishing imagery of nature to promote a positive mindset and encourage people to go outdoors and embrace nature's beauty.

the new wm

The new logo keeps the original design theme, but adds a downward pointing stroke at end the "M" which represents the hope of a downward trend in the waste we produce.

The new WM

service pamphlet

A brand new line of residential waste service, which focuses on encouraging less waste and sustainable practices such as composting and recycling.

4 tiers of service.

The strategy

Leveraging humor and people's high self-awareness when comparing themselves with their surroundings, the new service lineup encourages people to challenge themselves to reduce their waste, instead of laying out the dire facts or shaming people to change their behavior.


It also puts emphasis on the containers, marketing them as desirable, premium products that represents your status in the waste reduction movement.



On the back of the pamphlet, there are information about composting, and MW's self-served material recycling centers.

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