Brand Design · Art Direction · Graphic Design
The City of Regina launched its Food and Yard Waste Pilot Program to introduce compost collection alongside regular garbage and recycling pickup. The goal was to inform residents, encourage participation, and establish a visual identity that could grow with the program as it expanded citywide.
I was responsible for developing the creative platform and visual identity for the program, ensuring it aligned with the existing City of Regina brand while standing on its own. I conducted extensive research on similar programs across Canada and internationally to identify design trends, tone, and effective communication strategies. Based on this, I presented three creative directions to the client: one photography-based, one illustration-based, and one that combined both approaches. The hybrid direction was chosen, as it best complemented the City’s established visual style while offering flexibility for future campaigns and materials.
The main challenge was balancing originality with brand cohesion. The design needed to feel like part of the City’s visual ecosystem while introducing something fresh and recognizable for the new program. By combining photography and illustration, I created a flexible, modern system that could easily adapt across print and digital platforms. Directing the photography to capture specific angles and subjects ensured the visuals aligned perfectly with the illustrated components.
The resulting creative platform successfully launched the pilot program with clear, visually consistent materials that were well-received by both City staff and residents. The adaptable design system has continued to serve as the foundation for ongoing compost-related communications.
Deliverables include:
Campaign identity and visual system
Pickup calendars distributed to pilot households
Informational brochures and letterhead
Custom icon set for waste types
Custom photography and illustrations
Fridge magnet design
Web and social media assets
Identity
Identity with elements
Illustrations
Participation letter
Brochure front
Brochure back
Collection calendar
