moldLA
How can we change people’s aversion to composting?
moldLA is an environmental campaign that hopes to change the way composting is viewed. Our main goal is to break down the stigmas against composting, by exposing more people to the concept of composting, and showing people how feasible it is. We have created various deliverables and collateral to demystify the confusion of what can and can’t be composted, along with sharing benefits of composting.
The campaign name has a double meaning; it encapsulates our goal to reshape LA to be a more environmentally conscious city, and also highlights the problem people have with composting head on. Mold is a natural part of composting, and moldLA aims to convince people that it shouldn’t be feared.
Ideation
Before jumping into any designing, the team started jotting down different ideas and plans for moldLA‘s presence online and in person.
Visual Identity
Deliverables
Logo Iterations
Instead of having a clean, minimalistic logotype to represent the campaign, there needed to be an element of imperfection. This was executed by tracing over the display typeface, giving the logo a hand-crafted and organic feel, just as composting is.
Visual Identity
Color Guide
Typography
The colors and typefaces chosen for moldLA hope to exude a playful and approachable tone. Many of the existing environmental campaigns carried out by the government or non-profit organizations feel very cold and distant, making them easy to walk past and ignore. In order to stand out, moldLA relies heavily on its visual identity, and communicates information through short and playful copy.
Illustrations
The items that can and cannot be composted are displayed through colorful illustrations. The simplistic nature of them give a perception of friendliness, making them more attention-grabbing in relation to the other serious, mundane campaigns that already exist. The off-set outline gives definition to the items, along with continuing the feeling of imperfection that’s seen in the logo.
Environmental Deliverables
Social Media Posts
The moldLA campaign will have a physical presence throughout the city, but also a strong footing on Instagram. The short animations and typography are eye catching, and will hoping lure users to visit the moldLA Instagram account to learn more about composting.
Instagram Post
![]()
Animations
Website Mockup
The moldLA website serves as a quick reference point for people who are interested in learning more about composting. It tells viewers about composting’s importance, benefits, process, and also links to organizations that actually hold composting classes and shares locations where compostable items can be dropped off.
