Too Easy! — City of Newcastle
A campaign concept developed to make accessing council services simpler and more approachable.
Scope: Campaign Concept Development · Character Illustration · Digital Design · Campaign Artwork
Agency: The Creative Collective
The Concept
Developed as part of a creative pitch by The Creative Collective for the City of Newcastle, Too Easy! was a proposed campaign encouraging residents to use online council services for everyday tasks and requests.
Working with the project manager, I helped develop the Too Easy! concept and messaging, built around the idea of making common council tasks quicker and less frustrating.
Bringing the Campaign to Life
I developed the visual direction and illustrated wheelie bin character, using its expressions and personality to bring humour to everyday frustrations, such as a damaged bin or lengthy phone calls.
From there, I designed the supporting campaign artwork, including website interface concepts, digital advertising, an email campaign, social media graphics and a proposed bus wrap.
The result was a coordinated set of concepts demonstrating how the campaign could work across digital and outdoor advertising.
This work was developed for a creative pitch and is presented as concept artwork.
Selected application mock-ups use AI-assisted visualisation to present the original brand designs in context.
