University Project (Industry Project)
Year: 2023
Focus: Environmental Sustainability and Behavioural Design
University Project (Industry Project)
Year: 2023
Focus: Environmental Sustainability and Behavioural Design
No More Butts
Dilly Dally
The Challenge
The Solution
Cigarette butt pollution is one of the most common forms of litter, yet it is rarely addressed in a meaningful way. Most existing solutions rely on awareness alone and do little to change behaviour in the moment when disposal decisions are made.
The challenge was to design a system that makes proper disposal easier and more appealing, encouraging people to act differently rather than simply telling them to care.
I developed a dynamic discovery system that balances expressive branding with a focused product experience. Vibrant, high-contrast colours help the brand stand out against user-generated video, while a clean, minimalist interface keeps the booking journey intuitive and smooth.
Cigarette butt pollution is one of the most common forms of litter, yet it is rarely addressed in a meaningful way. Most existing solutions rely on awareness alone and do little to change behaviour in the moment when disposal decisions are made.
The challenge was to design a system that makes proper disposal easier and more appealing, encouraging people to act differently rather than simply telling them to care.
The Solution
No More Butts is a closed-loop system that combines physical disposal points with a simple digital rewards model. The aim is to turn cigarette butt waste into something visible and valuable, while creating a habit around responsible disposal.
The Challenge
Dilly Dally is a video-first marketplace, often described as TikTok meets Airbnb. The challenge was to create a brand that felt as energetic and exploratory as social media, while maintaining the trust and clarity expected of a booking platform. The identity needed to celebrate aimless wandering while guiding users towards intentional booking.
Visual Identity
The logo acts as a metaphor for the user journey. Its organic line work represents exploration and gradual discovery, moving from wandering to destination. The flowing paths reference movement through a city, and the absence of rigid angles keeps the mark relaxed and approachable. This reinforces the brand’s aim to make planning feel playful rather than overwhelming.
Social Ecosystem
I designed a full social framework to support the brand beyond the app. This included Instagram story templates and creator kits to ensure consistency, recognisability, and flexibility across user-generated and branded content.
Visual Identity
The logo acts as a metaphor for the user journey. Its organic line work represents exploration and gradual discovery, moving from wandering to destination. The flowing paths reference movement through a city, and the absence of rigid angles keeps the mark relaxed and approachable. This reinforces the brand’s aim to make planning feel playful rather than overwhelming.
The logo acts as a metaphor for the user journey. Its organic line work represents exploration and gradual discovery, moving from wandering to destination. The flowing paths reference movement through a city, and the absence of rigid angles keeps the mark relaxed and approachable. This reinforces the brand’s aim to make planning feel playful rather than overwhelming.
Partnership
The concept is designed to work alongside TerraCycle, an organisation experienced in handling difficult-to-recycle materials such as cigarette butts.
The system includes small disposal bins placed in high-traffic areas, supported by larger Station Hubs in locations like universities, beaches, and supermarkets. These placements focus on convenience and visibility, reducing friction at the point of disposal.
The concept is designed to work alongside TerraCycle, an organisation experienced in handling difficult-to-recycle materials such as cigarette butts.
The system includes small disposal bins placed in high-traffic areas, supported by larger Station Hubs in locations like universities, beaches, and supermarkets. These placements focus on convenience and visibility, reducing friction at the point of disposal.
Designed for Scale
To support growth beyond launch, I created a foundational style guide covering colour, typography, and grid systems. This provides clarity for future design decisions and ensures the brand can scale alongside the product.
Digital Incentives
A companion app allows users to scan a QR code on each bin to log their disposal and collect points. Participation is optional, so users can either engage with the rewards system or dispose of waste anonymously.
This approach keeps the system accessible while still offering an incentive for repeat use.
A companion app allows users to scan a QR code on each bin to log their disposal and collect points. Participation is optional, so users can either engage with the rewards system or dispose of waste anonymously.
This approach keeps the system accessible while still offering an incentive for repeat use.
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Rewards
Points can be redeemed for products made from recycled cigarette butts or for experience-based rewards. This helps reinforce the idea that individual actions contribute directly to a larger cycle of clean-up and reuse.
Points can be redeemed for products made from recycled cigarette butts or for experience-based rewards. This helps reinforce the idea that individual actions contribute directly to a larger cycle of clean-up and reuse.
Outcome
No More Butts reframes cigarette waste as a shared responsibility and a reusable resource. The project explores how small design decisions, paired with incentives, can encourage better everyday behaviour and support a more circular approach to waste.
No More Butts reframes cigarette waste as a shared responsibility and a reusable resource. The project explores how small design decisions, paired with incentives, can encourage better everyday behaviour and support a more circular approach to waste.
