Web Design
Campaign
Copywriting
Student Project

“Zero-waste” is an admirable goal, but going for it all-or-nothing seems like an impossible challenge. Plan RE is a tool to help people discover easy ways adapt their habits and move towards “less-waste.” I designed a prototype microsite with a quiz that gives custom lifestyle tips and campaign materials to promote the project.

Growing up, it was common to hear about the three Rs: reduce, reuse, recycle. This common phrase leaves out two important Rs: refuse and repurpose. Our recycling system is not nearly as effective as it is marketed to be, and the four other Rs offer stronger solutions to the waste crisis. These additional Rs were the inspiration for this campaign. What other words could fit into this theme and inspire actions to reduce waste?

Copy is often added in at the end of the design process, but it’s my favorite place to start. I view text and language as an integral part of the design, and I often use copy to drive concept. I like to play with language and had a lot of fun coming up with the content for this one. My goal was to make reducing personal waste seem accessible (and maybe even fun).