01
Audience research & strategy

Our audience research focused on Crafted Liberation’s impact. Our goal was to understand the emotional drivers behind support for this project. We identified two key personas:

  1. The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
  2. The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.

These insights informed every aspect of our brand strategy, guiding the website and content creation to engage these audiences emotionally and effectively.

01
Brand design & copywriting

The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

01
Brand design & copywriting

The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

Wasteland: Using public art to catalyse commercial marine debris recycling

About

Wasteland was an art installation created by our team and collaborators in 2018. Made from recycled plastic, it featured 2,255 orange spheres, suspended from the 24-metre tall ceiling of Sydney Customs House.  

Brought to life through a joint-community effort, Wasteland became a real-world model of what’s possible when creativity, sustainability and collaboration intersect.

Note: This project was supported by the City of Sydney’s Art & About program. Learn more about our funding support services in this case study.

Project goals
  • Create an immersive public art experience to raise awareness for plastic waste
  • Demonstrate the feasibility of marine plastic recycling

01
Concept development & planning

The idea for Wasteland began with a simple but powerful question: What if marine debris could be transformed into something meaningful, beautiful — and impossible to ignore?

Inspired by an experimental conservation project in Costa Rica, we imagined a public artwork that could challenge perceptions of plastic waste, and show its potential as a creative and circular material.

We refined the concept through a combination of research, visual development and prototyping — aligning it with the goals of the City of Sydney’s Art & About program. With a strong pitch and visual concept, we successfully secured project funding from the City.

From there, we brought together a collaborative team across design, manufacturing, rigging and logistics — each chosen not just for their skills, but for their alignment with the project’s purpose. Every detail, from the colour of the spheres to the suspension method, was planned to maximise impact and stay true to our message.

02
Marine debris recycling & production

This phase of the project involved transforming the plastic waste collected by Eco Barge into usable material through an injection moulding process – a technique allowing for the efficient repurposing of marine debris.

Steps of the process:

  1. Sorting & preparation: Early attempts failed due to incompatible plastics. Sorting was essential to ensure consistent melt points and safe moulding.
  2. Melting & injection: Cleaned plastic was melted and injected into moulds under high pressure.
  3. Cooling & solidification: Moulds were cooled to harden the plastic into perfect spheres.
  4. Ejection & finishing: The finished objects were removed, trimmed and checked for quality.

03
Installation

Bringing Wasteland to life at Sydney Custom House was a monumental task. The installation demanded precise rigging and careful coordination to ensure public safety.

Suspended at an astonishing 24 metres from the ceiling, the finished installation was a captivating spectacle for both the team and on-site visitors!

04
Digital content production & engagement

Wasteland sparked strong engagement both on-site and online.

More than 50,000 people visited the installation at Customs House, drawn in by its striking visuals and powerful message. To extend its impact, we created a digital storytelling campaign — using photography, video and social media to connect audiences with the project’s purpose.

A short video produced with the City of Sydney reached nearly 40,000 views in its first week. Combined with features in media outlets like The Design Files, the project reached an estimated online audience of 100,000.

With support from the City’s marketing team and our own Instagram community, Wasteland became a shared conversation about waste, design and possibility.

Project impact
  • First public installation in Sydney to use recycled marine debris with commercial injection moulding
  • 120kg of marine waste processed locally in Curl Curl — proving the potential for a circular economy
  • Engaged 50,000+ in-person visitors and reached 100,000+ online viewers through digital content
  • Enabled our design and manufacturing collaborators to explore commercial applications for marine debris

Key takeaway
  • Art and design has a significant impact on environmental awareness and innovation
  • Building a circular economy requires creativity, experimentation and perseverance
  • Local infrastructure and partnerships are key to circular economy feasibility
  • Visual storytelling bridges the gap between policy, business and public engagement
  • Government grants can unlock high-impact creative innovation
Our services
  • Creative concept development
  • Public art production
  • Digital content and storytelling for public engagement
  • Grant application and funding strategy
Credits

Photos: City of Sydney / Katherine Griffiths

Case study written by Gabrielle Dela Cruz.
Gabrielle has a deep passion for science communication and sustainability. Currently pursuing a bachelor’s degree in Earth and Atmospheric Sciences at Cornell University, she brings a thoughtful, creative approach to her work at ReCo Digital — driven by purpose and curiosity. Connect with Gabrielle on LinkedIn.

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