The Great Canadian Shoreline Cleanup (GCSC) used to have a problem: why are coastal Canadians the only ones doing shoreline cleanups when every province and territory can take part? We learned that people thought "shoreline" cleanups could only happen if they lived near an ocean. In fact, a shoreline is defined as wherever water meets land, so that includes rivers, lakes, ponds, and even sewers. Our mission was to get more Canadians leading and joining community cleanups around the country.
Client: Great Canadian Shoreline Cleanup
Challenge: Get more people leading and joining shoreline cleanups
Solution: Enhancing GCSC's digital design system and content strategy
Results: Annual increase in shoreline cleanups happening around Canada
When landing on the site, users will see all cleanups happening at the shoreline(s) closest to them, as well as images of local wildlife that are affected by shoreline litter. If no cleanups exist, then prompts will appear to encourage them to start one in their community.
The GCSC collects data from every cleanup they've had (e.g. types of trash, a cleanup's worth of litter in kilograms), so we highlighted this information throughout the site. We designed the map terrain to be high-contrast, and paired it with a set of custom map pins to help users distinguish shorelines and types of cleanups much easier.
In developing the design system, we were meticulous with every single detail. We proposed using Tofino as the brand typeface because it reflected the clean and approachable nature of the brand, and it was created by a local Vancouver designer (named after a popular surfing destination). Our colours were lovingly named and calculated to contrast well with each other (especially in illustrations) and reinforces accessibility when used appropriately across the site. In designing the iconography for the trash tally app, each icon was user-tested to ensure people understood what each one meant.