Role: creative direction, social media, event production
In 2019, 99Recycle emerged as
Russia's pioneering recycling company, established by a group of engineers and
physicists from St. Petersburg Polytechnic University. In the beginning of
their journey, the company faced challenges in marketing their products and
services due to their overly technical and engineering-focused brand image,
which did not resonate with their target market - young, stylish, and artsy
consumers.
Together with Alexandra Charno
and the team, I helped them reimagine their branding strategy and incorporate new promotional
elements: magazine-like bright photoshoots, graffiti in their factory space,
local parties and retail pop-ups. With this new concept, 99Recycle was able to
attract audience, that might be less familiar with the technical aspects of
recycling but is drawn to the appeal of using products made from recycled
materials over traditional options. Today, 99Recycle is featured in Russian Vogue and The-Village, collaborates with stars like IOWA and Artemii Lebedev, and has designed for brands including Adidas and Tsvetnoy Moscow shopping mall.
Image source: 99 Recycle