In 2024, the organisation wanted to refresh their look and feel. Being a heritage brand of Australia, careful consideration was made to ensure no established equity would be lost. The balance was an enrichment and evolution of the original, an elevated set of guidelines, expansive and revamped palette, and all built around a new system of illustrations drawn from the local landscapes. An identity that would feel both fresh and familiar, honouring its history while sharpening its impact for the future.

The rebrand involved dissecting rather than reinventing Clean Up Australia’s logo, and retaining its strong recognisable form. Introducing refreshed visual systems, bold colours and strong typefaces for greater cut-through, the evolved identity was inspired by vintage Australian poster designs, and a retro ’80s palette grounded in Australiana. Sands, faded greens, sunlit ochres, coastal blues. The design system leaned into national collective memory with old signage, vernacular type, and bold block forms that feel resilient. This heritage pedigree resonated deeply with communities, connecting past and future through visual cues Australians know and feel.

Art direction was expansive. Individual artworks were developed from logo elements, spanning posters, merchandise, event signage, shopping dockets, outdoor and TV spots. All of this was anchored by PR and high-profile events that involved the Prime Minister, members of Cabinet and prominent celebrities. The refresh aimed to transition the perception of Clean Up Australia from “one day of action” to a year-round movement of environmental stewardship, inviting Australians to care for country every day.

The outcome is an identity that respects Clean Up Australia’s decades of community trust, yet positions the organisation as optimistic and forward-looking. The new brand identity is richer in story, more flexible in application, and has given Clean-Up Australia renewed visibility and impact going into future campaigns.