Case studiesKeep America Beautiful2020–2023Senior Creative Director
Keep America Beautiful
Led the rebrand: one brand system for all of KAB's programs.
Line art, then paint: the rebrand's look. The line layer is traced for this demo; the real line art was drawn by a student illustrator, under Tim's direction.
KAB had a primary logo and no visual identity system beyond it. I wrote the creative brief, got buy-in from my boss and the president, and built the system from the ground up. It brought KAB’s programs and program logos under one visual style, built around one idea: beauty. We kept the primary logo.
The brand wasn’t broken. It was dormant, and we woke it up. Alex Savchuk did the design work with me, and the line art was drawn by a student illustrator I directed.
I was also Creative Director on the national PSA “Recycle Like Everyone’s Watching,” made with Grey (pro bono). The PSA got 160K+ airings and $77.5M in earned media. The illustrated Stacy & Tracy GIFs from the campaign have 4.6M+ GIF views on KAB’s Giphy channel.
I built kab.org too. It’s still running today.
Results
For scale, Keep America Beautiful's network reports about 700 affiliates reaching 20,000+ communities, 11.9M volunteer hours, and $300M economic impact. These are KAB's figures, not mine. org-reported (opens in new tab)
- Senior Creative Director, KAB; led the rebrand
- Tim Shephard
- Design, rebrand work
- Alex Savchuk
- Line art
- A student illustrator, under Tim's direction
- Agency, national PSA
- Grey (pro bono)
- Campaign results for “Recycle Like Everyone’s Watching,” from Tim’s records of the campaign.
- KAB’s Giphy channel, illustrated Stacy & Tracy uploads; counted October 15, 2026. (opens in new tab)
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