KEEP AMERICA BEAUTIFUL

CAMPAIGN:
KAB 65th Anniversary

CREDITS:
Writer - Jessica Lee
Design Director - Kneil Melicano

ROLE:
Art Direction, Design

ABOUT:
Keep America Beautiful — a non-profit organization that aims to increase mindfulness and action around recycling and community beautification — needed a new campaign to drive awareness and donations for their 65th anniversary.

To celebrate the past, while evolving for the future, KAB needed to rethink their brand identity and logo. We transformed trash and recyclable objects into sculptural pieces of art to create arresting images. Tactics included selling branded merchandise on Instagram, “guerrilla” style commissioned murals, paid and organic social posts across multiple platforms.