The American Chemistry Council (ACC) is an industry trade association representing many of the largest chemical companies in the U.S. This specific project focused on their plastics division.
The ACC asked us to create a campaign that promotes the plastic industry’s continued efforts to help eliminate plastic waste in the environment. The campaign was to be centered around their goal to make 100% of plastic packaging recyclable or recoverable by 2030, and eliminate plastic packaging waste by 2040.
My role in all this was to lead the IA, UI, UX, branding, and website design efforts needed to create the educational and user-friendly site. By leveraging clear hierarchies, video components, modern infographics, and modern design and photography, my team and I created a look and feel that conveyed it all—simple, easy to digest, conveyed their mission, educational, and allowed users to focus on the issue.
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Developing a platform to educate audiences about the waste-free circular economy that plastic makes possible. Plastic is a material with a wide range of uses and benefits. But most recently, the alarming rise in waste from single-use plastics, things like straws and bags, has caused the public to seek solutions and policy makers to go so far as to propose a plastic ban. Understandably, the ACC became concerned and looked to us for help spreading the word about what they were doing to help solve these issues.
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We began to build the platform. We concepted and tested different creative directions to determine resonance and effectiveness and landed on “From Single Use to Reuse” as our big idea. With messaging that was straightforward and easy to grasp, and visuals that told the single-use-to-reuse story in a single compact way, the campaign was designed to quickly get across a new way of thinking about plastics—that the problem of plastic waste could be best solved by keeping it in this circular economy.
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Please note the current Plasticmakers.org website may showcase updated creative.
