After relocating to Singapore in 2019, the Alliance to End Plastic Waste faced a challenge familiar to many industry-backed NGOs: a perception gap that limited engagement across a diverse ecosystem. Corporate origins had made it difficult to connect fully with governments, investors, NGOs, and the general public, despite the organisation’s ambitious mission to end plastic waste leakage globally.
We began by mapping stakeholders and conducting interviews to understand their needs, uncover barriers, and clarify the Alliance’s ambitions. These insights informed a new positioning: the Alliance as “the global platform for eliminating waste that unites the ecosystem around urgency and impact.” This proposition was translated into a cohesive brand narrative, personality, and tone of voice to guide all communications.
On the visual side, the existing logo — a water droplet and leaf — was undifferentiated and lacked a system for consistent application. We created a typographic wordmark, retaining the drop/leaf as a subtle element, and introduced the short form “ALL” as a visual calling card to reinforce collaboration and unity of purpose.
Launched in late 2020, the refreshed identity and strategy elevated all communications, from events to campaigns, and strengthened relationships across the plastics value chain. Within a year, corporate membership nearly doubled, cementing the Alliance’s position as a unifying force for meaningful impact.