Strong projected population and business growth across the City of Ryde over the next 20 years will place increasing demand on existing waste infrastructure and services. City of Ryde outlined a range of objectives and strategic initiatives central to addressing these challenges in its 2014 Waste Management Strategy.


The Waste Branding Project was crucial in the effective communication of the council’s desired behaviours to a demographically diverse population in which over 40% spoke a language other than English at home. A diverse housing mix added to the challenge, with an even split of high and low-density dwellings across the 16 suburbs that comprise the City of Ryde. As the Council was rolling out a new waste management strategy, it was important that this logistically complex operation was able to be both clearly and concisely communicated to residents, businesses and stakeholders. 

City of Ryde


  • Creative ideation
  • Stakeholder consultation
  • Branding and visual identity
  • Communications strategy
  • Direct mail
  • Signage
  • Copywriting
  • Social media strategy
  • Collateral design


Following a competitive tender, Icon was appointed to design and implement the new waste brand. Drawing on the key messages of ‘Smarter. Cleaner. Greener’, working with the City of Ryde team, Icon created a striking modern logo with the accompanying tagline: ‘Be Waste Smart’. The new brand was then rolled out across Council’s waste services starting with the 2015/16 Waste Calendar. As the rebrand coincided with changes to household waste collection services, communications were carefully planned to deliver the intent, benefits and details of the new system. The waste brand was then rolled out across a suite of supporting collateral and signage including Council’s new fleet of collection vehicles. 


Initial feedback from the public has been extremely positive, with many residents welcoming their new, improved Waste Calendar and commenting on the fresh brand. And despite challenging timeframes, both client and agency were proud of the outcome.