The Great Arkansas Cleanup is a cornerstone initiative within Keep Arkansas Beautiful’s statewide programs. Designed to inspire participation and pride, the campaign brings communities together to preserve the natural beauty of Arkansas. The print system captures the character of the landscape while encouraging collective action to keep the state clean.
Developed for internal communications, the letterhead layouts extend the identity into everyday use. Incorporating the new brand marks, colors, and typography, the system ensures consistency and reinforces the brand across all correspondence.
Otto the Otter is the friendly face of Keep Arkansas Beautiful. Designed to connect with younger audiences, the mascot embodies the spirit of exploration and care for the state’s natural environment. His new wardrobe reflects this identity; Practical, approachable, and outdoors-ready, Otto extends the brand’s mission in a way that feels active and authentic.
Overview
Keep Arkansas Beautiful is a statewide initiative focused on preserving Arkansas’s natural environment through litter reduction, recycling, and community action. The identity needed to reflect both the stewardship of the land and the collective pride of the people who call Arkansas home.
Keep Arkansas Beautiful is a statewide initiative focused on preserving Arkansas’s natural environment through litter reduction, recycling, and community action. The identity needed to reflect both the stewardship of the land and the collective pride of the people who call Arkansas home.
Challenge
The existing system lacked cohesion and legibility, with little connection to the state’s natural heritage. The task was to create a unified identity that could live across every touchpoint—from social media and digital campaigns to signage, stationery, and event collateral—while speaking directly to Arkansans.
The existing system lacked cohesion and legibility, with little connection to the state’s natural heritage. The task was to create a unified identity that could live across every touchpoint—from social media and digital campaigns to signage, stationery, and event collateral—while speaking directly to Arkansans.
Approach
The design process began with immersion in the Arkansas landscape: dense forests, rivers, and rolling hills, paired with the culture of conservation.
The design process began with immersion in the Arkansas landscape: dense forests, rivers, and rolling hills, paired with the culture of conservation.
Visual Language: A palette of greens, blues, and warm neutrals, grounded in the state’s natural tones. Typography balances approachability with strength, echoing the organic yet resilient qualities of Arkansas.
Logo: At the center of the identity is a tree form—the same symbol used by Arkansas State Parks. By drawing from the parent brand, the system establishes continuity across state-led conservation initiatives while giving Keep Arkansas Beautiful its own distinct voice.
Results
The new identity unifies Keep Arkansas Beautiful across all programs and communications. It strengthens recognition, increases legibility in every context, and creates an emotional connection rooted in place. Early outcomes show higher engagement at clean-ups and community events, supported by clearer, more compelling design.
The new identity unifies Keep Arkansas Beautiful across all programs and communications. It strengthens recognition, increases legibility in every context, and creates an emotional connection rooted in place. Early outcomes show higher engagement at clean-ups and community events, supported by clearer, more compelling design.