Our “Beautiful Buffalo” campaign aimed to increase recycling rates within the City of Buffalo. The new brand identity we created appeared on billboards, city buses and in a direct mailing that was sent to all city residents. The thrust of the campaign focused on eliciting the desire and optimism, inherent within Buffalonians, for a better future. With lush photos and green views of the city’s waterfront and parks, a more beautiful Buffalo was presented as the reward for recycling.