Integrated Waste Management Communication Campaign

The Ministry of Environment & Technology in the Maldives and World Band had partnered in establishing an integrated waste management system in various regions of the Maldives Islands. A communication campaign was needed to create awareness amongst the public on various aspects of the system.

My Role: Creative Director
Communication Consultant: Ali Saeed
Designer: Ashward | Motiongraphics: Imad (Dami) | Web: Haris & Inad (Code Fly)
Agency: Emmenge
Client: Ministry of Environment, Climate Change and Technology, Maldives

I collaborated both remotely and on-site with a creative team to develop and execute the campaign. Through our research, we discovered that traditional stock assets had minimal impact on the local population. To address this, we devised a strategy centred on empowering the residents of each island to create materials and share stories unique to their communities.

Our approach focused on establishing a platform that celebrated local perspectives and fostered community engagement. We proposed three key channels to bring this vision to life: a dedicated website, a physical newsletter, and kiosk-style noticeboards on the islands. These channels were designed to ensure accessibility and to amplify the authentic voices of each community.

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Communication strategy & plan

The communication consultant, Ali Saeed was the lead in developing the plan.

Excerpts from the Visual Guide

We also proposed the use of children to deliver key messages on a national level. The periodic newsletters are developed and delivered by school children.

A structure on one of the islands converted to a kiosk where the newsletter is presented in printed form

National level videos have already been delivered

The lead in developing the strategy is the communication specialist Ali Saeed

The government of the Maldives have made the Fasgandu campaign their national campaign for waste management. The strategy and the tools we have set will be rolled out to several islands in the coming months.

Branding & Communication for Urban Isle

Urban Isle is a new tourist destination island that is being developed in the Maldives. The island is an artificial island built by reclamation of a shallow lagoon. This island will join another island that is becoming an urban hub.

I took the lead in developing the branding and communication strategy for this unique project. The island, entirely human-made, was constructed in the middle of the ocean—a remarkable feat that inspired the creative direction.

To reflect this ingenuity, I wanted the branding process to incorporate a physical, tactile element that mirrored the island’s creation. The logo became the starting point for this vision. Drawing inspiration from the Japanese art of Suminagashi, we used this traditional technique to create flowing patterns on water—an approach I found symbolic of the process of forming an island in the ocean. These patterns became the foundation of the brand’s identity, blending creativity with the essence of its story.

My role: Branding, Comms Strategy and Creative Director
Art Director & Key Design: Ashward
Designer: Sithna
Agency: Marcomms
Client: Urban Isle, Hulhumale Development Corporation.

Research

Visual Direction and Initial sketches

** Images used in the below document are borrowed from the internet. These are appropriated to show possible visual direction and are intended for internal use only.

Excerpts from the Brand guide