Re-Branding & Campaign Development
NRWDI National Radioactive Waste Disposal Institute
Re-branding radioactive waste disposal
We associate fear and danger with nuclear waste, radioactivity and hazardous materials.
NRWDI is a South African state-owned entity dedicated to professional nuclear waste disposal. The Institute responsible for its disposal has a purpose beyond these stereotypical associations.
We were tasked with a re-brand, that challenged this perception.
Our aim was to create a sustainable brand that reflected the organisations work and its purpose:
creating a clean, safe environment that is hazard free for future generations.
The rehabilitation of land, safety and environmental friendliness led our strategy and creative process. The colour palette was a variety of greens to symbolise the environment and sustainability. We gave the universal symbol for radioactive waste, movement. The fresh leaves eminating from radioactive waste was an illustration of the organisations purpose: isolating radioactive waste and restoring the environment to natural vegetation.
The logo sought to challenge perceptions and communicate NRWDI as an entity committed to creating a clean, safe, hazard free environment for future generations.
Messaging & Collateral.
NRWDI isn’t a well known brand, its work is a mystery to most South Africans. However, there is alot of potential in the sector and the team wanted to invite the public to engage.
Specifically, inspiring youth and women to consider careers in nuclear waste and the broader energy sector. We carried messaging across collateral ensuring all branded engagements fostered the organisations purpose.