Marion County, Oregon: Branding
About this project
Client
Marion County
Services
Branding
The approach
Marion County provides responsive, quality services to its community spanning nearly 1,200 square miles, including recycling and waste reduction services. While Oregon uses a ‘master recycler’ program name statewide, the county sought to rebrand the program to give it a refreshed look and naming convention with the overall goal of increasing participation.
The opportunity
Marion County engaged JPW Communications to support their effort to reimagine the program. The partnership commenced with a comprehensive research process that included one-on-one interviews, materials audit, landscape analysis and a community baseline survey. The insights from the research guided the development of the rebrand and outreach plan. Goals were to:
Empower residents to become recycling and reduction champions and advocates, including providing a network of past program participants.
Educate residents on Marion County recovery operations to increase awareness of recycling and diversion programs and disposal practices and locations.
Expand both the program's audience to a broader and more diverse community of residents and the understanding of materials management beyond recycling to include repurposing, reducing and rethinking waste.
The solution
New program brand, messaging, tagline, logo and style guide
Comprehensive outreach plan to relaunch the program countywide
Interactive brand toolkit including downloadable campaign assets including social media templates, out-of-home advertising assets, PowerPoint and curated image assets
The reward
JPW worked with research data to recommend a new program name, positioning statement and overall visual direction. The “Marion Resourcers Movement” brand brought forth the idea that the county’s recycling efforts are a collective endeavor. It underscored the notion that each person can make a difference by rethinking how materials are used in their life. The concept went beyond just recycling; it touched on reducing, reusing, and repairing materials and used a scouting visual inspiration for its design. In addition to the campaign brand, a comprehensive outreach plan was developed to help the county reach its key goals of reducing the amount of waste the community produces overall so that less ends up in either disposal or recycling or recovery and increasing the number of recoverable materials that come into the County’s recovery facility instead of going to disposal.