Litterrally is a mobile trash pick-up dance party. The 3 founders asked for a "psychedelic chill" brand identity, something fun and significantly different from the serious tone that is usually given to environmental concerns. They know there is a lack of empathy when it comes to trash. It is neither fun to pick it up, nor to talk about it, or to even think about it. But it can be if you dance while you do. Litterrally aims for us to relate with trash in a more physical, active and emotional way.
The goal was to create popping graphics that made young people interested in becoming part of the active community, such as Millennials and Gen Zs. Movement, cities and of course litter were at the top of our mind. The main illustration speaks about how big the problem is while keeping optimistic. Giant pieces of plastic are smeared among tiny people who fight against it in a colorful composition.
On the other hand, the clients wanted the logo to be clean and minimalistic, but also to embody dance and litter, which are both messy. To accomplish this, small variations were made on the custom characters giving a unique shape to each, without compromising legibility or legitimacy. Editorial design is kept simple upon the busy and leading illustrations, and a complementary mark was made to fit digital purposes like instagram's profile and the website's favicon.
Branding and Art Direction: Mariela Mezquita
Photography: Gabriela Molano & Chris Wong
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