Lead Smart Awareness Campaign
NSW Environment Protection Authority

Brand Identity
Name Development
Logo Design
Campaign Strategy
Art Direction
Website Design & Build
Key Messaging
TVCs and Radio
Print Collateral
Promotional Products
Direct Mail

Lead has been mined in Broken Hill for years, and is found extensively throughout the community. We were engaged to spearhead a campaign targeted at residents to raise awareness about potential harm from lead, and to reduce lead exposure amongst children—the most at-risk group in the region. Using the periodic table as inspiration, we developed a visual identity based on the notion that the five areas of relevance to this campaign—nutrition, environment, occupation, renovation and hygiene—are intrinsically linked, and should be considered as interacting parts of a whole when determining a solution. Visually, this is represented by a flexible grid-based design that is utilised to highlight areas of information for specific collateral, but also as a consolidated treatment to reinforce the importance of synergy amongst the ‘elements’.

At the core of the brand is the LeadSmart name and logo. This is the unifying element that promotes a LeadSmart community, and helps us to tie everything back to a single, focused goal of thinking about how people live with lead in Broken Hill. The LeadSmart logotype is accompanied by an icon representative of the famous desert sculpture, generating a sense of locality and ownership. We then set about creating a tone of voice for the campaign that not only encourages a proactive response from the community, but provides a sense of ownership of the issue—Our town, our kids, our future.

Visit the websiteWatch the TVCs





‘It was important for this campaign to be very real and local, so L+L were fantastic in co-ordinating and working with our local community and groups to ensure authenticity through the visual and language execution. It was a powerful blend of creative and collaborative thinking that the team brought to this project which delivered results that exceeded our expectations.’

Shannon Minnis—Community Project Officer, NSW EPA