The business
South Melbourne Market has made significant changes over the years to reduce the environmental impact of its operations. To continue leading in environmental sustainability, the market is working towards three key priorities: wipe out waste, transition towards a zero-carbon operation, and reduce water use and its impact on waterways.
The problem
The campaign identity needed to complement existing sustainability initiatives, such as Shuck Don’t Chuck, while still having enough presence to cut through the noise of a dense and stimulating market environment. With a diverse audience spanning regular shoppers, tourists and children, the communication also needed to be simple, engaging and easy to understand.
The outcome
The campaign identity visually represents the conversion of materials into new resources, focusing on the positive impact these initiatives are having across the market.
For the data visualisation, we distilled information from the sustainability report into its simplest form, focusing on clear KPIs and developing process infographics to communicate the impact of electricity reduction, water reduction and waste diversion in an accessible way.
What I'd do differently
I’d explore how the campaign could become more interactive within the physical market environment, creating opportunities for visitors to engage with the sustainability initiatives rather than simply read about them. This could help make some of the more complex information feel tangible and encourage people to see the role they can play in the market’s sustainability goals.
Credit
Created at Principle Design
Responsibilities
Campaign creative direction
Print collateral
Social media
Illustration
Signage
Project scope
Project Lead
Brand roll-out