Overview

The City of Saint Paul's Garbage and Recycling Program was preparing for one of its biggest service updates in years. With new collection providers, expanded services, and future program changes on the horizon, the department needed a visual identity that would help residents quickly understand the program while building confidence in the transition.

 

Through NewPublica, I developed a comprehensive visual identity system that aligned with the City's established brand while giving the Garbage and Recycling Program its own approachable personality. What began as a request for a single educational mascot evolved into a complete family of illustrated characters supported by a scalable brand system, custom illustrations, templates, and communication materials designed to serve more than 70,000 Saint Paul households.

 

The final deliverables included a brand guide, four custom mascots illustrated in 45 unique poses, icons, templates, signage, print collateral, event materials, and a professionally produced mascot costume. Together, these assets created a flexible visual system that helps Public Works communicate consistently across campaigns, educational initiatives, and community events while reducing ongoing design work for staff.

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Process

Building a Brand Within a Brand

One of the project's biggest challenges was creating a distinct identity that still felt unmistakably part of the City of Saint Paul's visual system. I began by developing an expanded color palette, typography standards, and supporting brand elements that complemented existing city guidelines while introducing a more welcoming, family-friendly aesthetic.

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Developing the Sustainability Squad

The project initially centered around a single mascot to support community education. During concept development, it became clear that multiple characters could better represent the different services while creating more opportunities for storytelling and engagement.

 

I designed four original mascots:

• Sycamore Squirrel, the Public Works expert

• Cedar Chipmunk, recycling education

• Reaney Rabbit, organics and composting

• Robie Raccoon, litter prevention

 

To ensure the illustrations could support years of communication needs, I created 45 individual poses featuring a wide range of expressions, actions, seasonal accessories, and educational props. This library allows the department to build new campaigns without repeatedly illustrating new artwork while keeping communications fresh and engaging.

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Designing a Scalable System

Beyond the illustrations, I created a flexible visual system that could be applied across print and digital communications, including educational materials, signage, templates, event collateral, and promotional items. The mascot artwork was also adapted for a professionally produced costume, extending the brand into community events and outreach.

 

Throughout the project, my focus was on creating a cohesive system rather than a collection of individual assets. Every illustration and brand element was designed to work together, giving Public Works the tools to communicate consistently as the program continues to grow.

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Recognition

Following the launch of the Saint Paul Public Works Sustainability Squad, the campaign received widespread community engagement and became a recognizable part of the city’s recycling and waste reduction outreach. Residents began interacting with the mascots through newsletters, public recycling bins, educational materials, and community events, with the characters helping make complex service information more approachable for families across Saint Paul. 

 

The success of the campaign was recognized with a Public Relations Society of America (PRSA) award in 2026 honoring the City’s communications and community engagement efforts. My contributions included leading the visual identity, mascot design, illustration, and brand asset development that supported the campaign across print, digital, and community outreach materials.