Seven25. Design & Typography is a multidisciplinary design consultancy specialising in work for not for profit and cultural clients. It was founded in 2000 by Isabelle Swiderski and existed as a freelance practice running parallel to employment elsewhere until 2006. It is now a 3-person studio with a network of collaborators to call upon when the need arises.
Isabelle has lived and worked in France, England and Canada as a freelancer and in studios of various sizes for over 15 years. She completed her Master’s Degree at the Royal College of Art in London and teaches part-time at Emily Carr University.
We were approached by Garbage Critic—a waste reduction and management consultancy—to design an identity for their startup. As a new agency with extensive experience in the public sector, it aimed to position itself as the leader in the field, as an innovator but also as a valuable team player in the quest for widely adaptable solutions to the waste problems we face. One of our challenges was to represent waste—something few people wish to think about—in a way that was engaging and eloquent.
We engaged in a thorough discovery process, examining audiences, competition and goals to distill our findings into useful information. This phase culminated in the presentation of a moodboard and proposed messaging.
Upon approval of the design brief we engaged in the creative phase and explored notions of expression (the agency provides commentary on industry practices and case studies), exchanges of information, waste and conservation.
This eventually led us to two promising solutions, which we refined into tight sketches to present to the client.
Upon further discussion with the client it became obvious that the garbage lid was the preferred avenue for its rich dual meaning when coupled with the maze. It illustrates the conundrum we face and hints at the multiple possible paths to effective waste reduction solutions using simple and accessible symbols.