Clean Up Australia reveals refreshed identity, via uberbrand

Clean Up Australia has today revealed a new brand identity via Sydney-based creative agency uberbrand, as it looks to grow as an environmental movement.

The bold new look aims to cut through and reflect its history across Australia. It also hopes to transform the brand from just a single clean up day, to a year-round movement that encourages communities to care for, and protect, the environment.

“We are one of the nation’s longest running environmental charities continuing to inspire and mobilise communities to improve and conserve our environment, and help to eliminate litter and end waste,” said chair of Clean Up Australia, Pip Kierman.

“Across the organisation we were unanimous that it was time for a bold brand refresh that would have cut through and reflect our long standing position in the community.”

According to Dan Ratner, CEO of uberbrand, research showed the Clean Up Australia logo was the most recognisable brand asset.

“…So when elevating it, we had to make sure we did it in a way that was complementary to the logo’s equity,” he said.

“We took cues from vintage poster design layouts and a retro 80’s optimistically inspired colour palette. We expanded the visual language with complementary colours and devices, building it out into a holistic identity that feels fresh and also nostalgic at the same time,” Ratner continued.

The research by Clean Up Australia also showed that 85% of Australians trusted the brand, while 79% believe they are making positive and significant impacts on the environment.

92% of Australians believe it is important that Australia takes more significant actions to address environmental issues, and over three quarters recognised Clean Up Australia as the best brand known for its efforts for community engagement and cleaning up communities.

Kierman said: “We have always had positive feedback from the community but were thrilled to have this reinforced with some hard evidence demonstrating the great goodwill for Clean Up Australia that has endured and grown over the three decades.”

The new work is in market this week across TV, radio, outdoor, print and digital.


Client: Clean Up Australia
Creative: uberbrand
Media buying: SPARK Foundry
PR and influencers: Feature Communications


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