The Metropolitan Mayors Caucus came to us with the challenge to make recycling exciting. They needed a bold, recognizable regional brand that could reignite resident enthusiasm and give recycling a fresh identity across greater Chicago municipalities. Our answer was Loop, a sentient recycling cart with a name pulling double duty: a nod to the iconic Chicago Loop and the very nature of recycling itself. We built out a full campaign including the brand identity, print materials, digital assets, and beyond — all anchored by a character charming enough to make people actually care about what goes in the bin.