ReCircle

Project undertaken in collaboration with Taylor Doherty.

ReCircle is redefining recycling by building a better system. The Australian startup decentralises recycling by processing industrial plastics on-site, cutting out transport costs and landfill dependence. Its advanced technology transforms “too hard” plastics, such as LDPE, into high-value pellets, demonstrating that circularity can be achieved when done differently.

We developed a brand identity and website that captures ReCircle’s rebellious spirit. Guided by the Creator and Outlaw archetypes, the brand rejects the predictable greens and earthy tones of the recycling sector in favour of hot pink, electric green, and deep navy – a palette that challenges convention and signals innovation. The brand voice is direct and unapologetic, cutting through the polite sustainability rhetoric with statements that demand attention. There’s no diplomacy, no sugar-coating, just conviction, innovation, and proof that recycling technology can be re-engineered for impact.

The website distils complex industrial and environmental narratives into sharp, accessible storytelling. Bold typography, unapologetic headlines, and vibrant gradients mirror the brand’s disruptive mission: to dismantle profit-driven waste systems and prove a new model of recycling economics.

Supporting collateral, including social tiles and email signatures, extends this bold identity across numerous touchpoints. The result is a brand and digital presence that doesn’t just talk about change; it looks and sounds like it is already happening.