Carton Council — Increasing Carton Recycling Through Online Engagement
My Role:
- Creative Strategist
- Visual Designer
- Design Manager
- Project Manager
- Photographer
- Art Director
- Video Editor
Deliverables:
- Updated brand guidelines
- Monthly social media calendar
- Social media content including graphics, gifs, and reels
- Videos for ads, social, and message testing
- Paid ads
- Original photography
- Online quiz
- Carton packaging designs
- Event collateral, displays, and handouts
- Swag giveaway items
- Presentation decks
While millions of Americans recycle cans, bottles, and paper, many are unaware that food and beverage cartons can also be recycled, and confusion remains about which cartons are accepted and how to properly recycle them. Carton Council’s goals were multifold: raise awareness about the availability of carton recycling as new municipalities add cartons to residential recycling programs; help consumers better understand the ins and outs of carton recycling; and encourage recycling for a greener community and a healthier planet.
I joined the team as a Junior Designer, initially creating graphics for Carton Council based on established brand guidelines. As I became more familiar with the client and audience, I began evolving the visual approach, introducing cleaner design, more creative photography, and interactive content that encouraged engagement and aligned with emerging social media trends to better reach younger audiences.
Over time, I grew into the role of Art Director and took on a larger leadership position for the account. I became the lead designer (and sole designer for a period), helping shape the creative direction by pitching new initiatives, such as Instagram GIPHY stickers and an increased focus on Reels. I also oversaw the development of new carton packaging designs while managing a junior designer, and led the creative direction for the accompanying photoshoot.