This project shows how a brand can be visually strong, emotionally honest, and socially transformative
Services
Client
Year
Website
Challenge
Their mission: to foster a love for recycling through meaningful collection experiences that elevate the value of waste pickers work.
Metroreciclar came to us with a powerful mission but a fragmented identity. As a nonprofit championing waste pickers’ dignity in Barranquilla, their impact was clear — but their brand couldn’t fully express the emotional and social value of their work. Recycling was often perceived as a civic duty, not as a meaningful human act. They needed a brand that would shift that perception and reflect the depth of their purpose.
Goal
Our goal was to create a brand that could move people — visually, emotionally, and socially.
We started by defining their purpose and voice, building a strategic brand platform grounded in empathy, transformation, and community. From there, we designed a flexible visual identity rooted in human connection, paired with a graphic system and content guidelines to ensure consistency across platforms. The result is a brand that honors the footprint Metroreciclar leaves — not just on the environment, but on the lives they impact.
Result
The rebrand helped Metroreciclar reposition itself as more than a recycling initiative — it became a movement fueled by purpose
Engagement increased by 70%, and the new identity was deployed across 15+ key applications, giving the organization the tools to scale its message and strengthen community ties. Today, every piece of communication tells a story — of hope, dignity, and the power of branding with heart.
