Oscar
Engaging Brand System for Recycling Awareness App
Project Brief
Establish a comprehensive brand identity and design system for a conceptual brand, covering everything from mobile-app interfaces to printed guides and physical outreach assets.
Obstacles
The biggest hurdle was making detailed recycling rules and statistics feel approachable and engaging for Millennials and Gen-Z. I needed to craft a unified look that worked across vastly different media types while ensuring clarity and accessibility at every touchpoint.
Approach
I began by defining Oscar’s mission, values, and tone, then developed mood boards to guide the visual direction. Next, I built the core identity and applied it to UI mockups for the app’s dashboard, resource library, schedule, and carbon tracker pages. An animated logo loader added brand personality, while the visual language was simultaneously extended to Instagram templates, subway ads, “No Time To Waste” pamphlets, and a van wrap for community events.
Results
Oscar’s full suite of assets illustrates how a cohesive design system can simplify complex information and inspire action. The digital mockups showcase clear, user-focused layouts; motion elements like the animated loader and micro-interactions bring energy and fun to a typically stale topic; and physical collateral demonstrates how the identity could thrive in real-world environments.
