switch

The first 12 weeks of the project were dedicated to in-depth research using a mixed methods approach that combined both qualitative and quantitative data.

This process helped refine the target audience and shape the core research question:
"How might a behaviour change campaign reduce individual energy consumption in homes in South East Queensland?"

Insights gathered from interviews, surveys and behavioural analysis informed the direction of the project. These findings laid the foundation for designing the key features of the app, ensuring that each element responded directly to real user needs and motivations.

Based on research insights, I developed the app with a strong focus on user engagement and community connection. Key features include a social section to connect residents, gamified challenges for motivation, an educational hub with practical tips, and a reward system to reinforce positive habits.

The app uses a level-based system to guide users from simple daily actions to more advanced strategies, like integrating sustainable technologies—making energy conservation an achievable and empowering journey for South East Queensland residents.

The branding for Switch was developed to be bold, engaging and grounded in user research. I chose a strong deep blue paired with a soft pink for contrast, creating a visually striking and modern aesthetic. A slab serif typeface was used for headings to draw attention and convey confidence, while elements like paper textures, cut-out visuals and a linoprint-inspired logo added a human, tactile quality.

This combination of bold and approachable design reflects the app’s goal, making climate action feel both urgent and accessible. The branding continues to evolve in response to user feedback, ensuring it remains relevant and resonant.

The website, available at www.switchcampaign.org, serves as a key platform to support and promote the Switch app. It provides users with access to valuable resources, including links to government initiatives and programs related to energy conservation.

The site also features a merchandise store, with proceeds supporting organisations dedicated to climate action. This digital space extends the impact of the app, offering users additional ways to engage with the campaign and contribute to a more sustainable future.

The merchandise was designed to reflect the same bold and impactful feeling as the branding. Custom artworks were created using similar visual treatments to maintain a cohesive look and feel. These designs were applied across a range of products including hats, stickers, shirts, jumpers,

The branding and key information from the app were adapted for Instagram to reach and engage a wider audience. The social media presence aims to introduce users to the app, highlight its benefits for both individuals and the community, and make Switch feel easy to use, approachable, and relatable.

Content focuses on simple tips, user stories, and updates to encourage ongoing engagement and build a supportive online community around energy conservation.

view social media at: @switch.campaign