brief
The goal of this project was to create branding for a new business or nonprofit that fills a public social need
pitch
We isolated the problem of cigarette litter on college campuses, and crafted a nonprofit campaign that would install cigarette butt receptacles and recycle the plastic into useful public features
breakdown
Littered cigarette butts contribute to pollution, both through the chemical toxins of the cigarette matter and through the microplastics of the filter. The goal of Project CIX to prompt on-campus smokers to recycle their cigarette butts, and to provide smokers with a convenient way to be more ecologically friendly.
CIX isn’t about solving the whole problem at once. It’s about every person doing their own part to reverse the toxic trend of cigarette litter in their own communities.
We developed the brand name and mission statement concurrently, using the campaign's mission to inform the development of the identity. This mission is especially important in light of the stigma around smoking and the push for "quitting-focused" media. Project CIX is about solving a small part of the problem rather than trying to force people to quit; it is anti-shame and uses positive, enabling language.
While this work was collaborative, we each contributed more heavily to our specialized areas.
naming and strategy: Kendell Naetzker
branding, visual assets and concepts: Annamarie Dunne
An important element of the project is the voting element built into the collection containers. Inspired by voting-style tip jars, the container allows users to choose how their cigarette butts will be used. The winning vote will determine whether a bench, a table, or a rain shelter will be installed in the smoking area.
