Making Carton Recycling Crystal Clear

The Carton Council of North America needed to solve a national awareness gap: while cans and bottles are widely recycled, consumers remained confused about food and beverage cartons. We were brought in to create a clear, engaging message that cartons are easy to recycle — and to deliver it at scale.

We started by rebranding the Carton Council with a more approachable, consumer-friendly identity, including a new logo and website. From there, we launched a national campaign anchored by the “Cooking With Cartons” sweepstakes and supported by paid media, organic content, email, a Buzzfeed partnership, and influencer engagement.

Across more than a decade of work together, we’ve created branding, digital content, and local and national campaigns. Most recently, we led a multi-platform digital initiative in Delaware and Maryland featuring video, GIFs, stories, and interactive tools like a Facebook chatbot, online quiz, and recycling game.

Our message testing paired with creative development raised consumer confidence to 90% — the highest the Carton Council has ever seen. The insight was clear: when people understand how simple the process is, trust rises and recycling behavior follows. Our work made carton recycling both easy to grasp and easy to act on.

Role: Creative Director, Art Director, Senior Graphic Designer, Digital Manager, Content Strategist, Photoshoot and Video Director

Deliverables: Printer Collateral, Landing Page, Digital Ads, Promoted Social Videos, Social Media Graphics, Promoted Social Advertising, Product Design, Illustration Set, Photography and Video Shoots