For this project, I was tasked with developing the creative for an e-waste recycling initiative to be rolled out in-store for Harvey Norman New Zealand. The brief required a visual identity that could be applied across a variety of touchpoints including a logo, landing page, direct mail assets, social media graphics, in-store point-of-sale (POS), and potential TVC elements. The goal was to inform customers that they could bring in their old tech for recycling, while clearly communicating what items were accepted and which were not.

I began by reviewing the brief and identifying the key communication goals: to raise awareness, encourage participation, and make the process as simple and approachable as possible. I conducted research into e-waste recycling campaigns globally and locally, paying attention to trends in sustainable design - particularly the use of green colour palettes, icons, and clean layouts. I also reviewed Harvey Norman’s existing branding to ensure visual consistency across all materials.

The logo development focused on creating a clean, circular mark to symbolise recycling and sustainability. I used a mix of green and neutral tones to evoke an environmentally responsible message, while incorporating tech-related iconography to reflect the nature of the campaign.

For the supporting POS and social assets, I prioritised clarity and accessibility. I designed a colour-coded system to visually separate what could and couldn’t be recycled, paired with easy-to-read typography suitable for in-store displays. The social and digital assets were designed to be flexible and responsive, ensuring consistency across mobile and desktop formats. The landing page design followed a logical, scrollable structure with key messaging at the top and a clearly laid out list of recyclable items, supported by visuals and calls to action like “Find a store” or “Learn more.”

Throughout the process, I worked closely with the advertising manager and project manager, incorporating feedback and adapting the creative as needed. The final result was a clean, informative and brand-aligned campaign that helped customers easily understand and engage with the e-waste recycling program.