River Cleanup
Picking up commitment
River Cleanup began with one man and a 10-minute challenge and grew into a worldwide movement. We gave the brand a story, a logo with a ripple effect and a mobile-friendly website. Together they invite people to join the "Yes, we can!" spirit.
The story behind the work
What was the challenge?
When Thomas de Groote picked up trash in front of his house, he wondered where all that litter would go without volunteers like himself. His research showed that every year 8 billion kg of waste enters our oceans, and 80% of it comes from rivers. So he started his own non-profit organisation at the main source of the pollution. River by river, the initiative grew, and so did the need for professional support. We met a caring team with strong values. Their brand conveyed professionalism, but it was drowning in distant seriousness. It needed to feel more open to the people it wants to reach.
What choices did we make?
We started with a brand story. It gave our designers a base to look for new ways of engaging visually, in a sincere yet supportive fashion. We drew a custom-made ripple effect into the logo, which makes the impression more inclusive and welcoming. People and community sit at the heart of every design, so the brand feels inspiring and relatable. The team wants to educate without bias or guilt tripping. That is why the right message had to run through every channel, and canal. To experience the values first-hand, we joined the clean-up events at the Scheldt and Tomorrowland and picked up trash ourselves.
What did we create?
We made a brand story, a logo with a custom ripple effect and a visual identity built around people and community. The mobile-friendly website has minimal text and maximal focus. You can organise your own event, join an existing one or support as a sponsor. The platform was developed by Duval Union partner SevenDays. MMBSY orchestrated the PR and social activation. The River Cleanup flag puts River Warriors proudly in the spotlight.