When my friend and colleague Jacqueline Ottman asked me to create some brand imagery for her blog, WeHatetoWaste.com, it seemed like the perfect job for my favourite iPad drawing application.

Paper by FiftyThree, is an elegant, easy-to-use app that turns the iPad into a digital Moleskine notebook. I created a series of drawings on the iPad, emailed them to myself and combined them in Photoshop to create a crowded web banner, and some pretty darn happy call-to-action characters.

From a strategic perspective, we created the ‘We Hate Waste Parade’ banner to let waste-haters know they are not alone. By being part of the blog, they join a diverse community of like-minded folk, all finding and sharing their own innovative ways of wasting less while living life to the fullest.

I also re-purposed the artwork for a custom designed ‘People Towel’ – a small cloth hand towel, designed to promote the blog and save on disposable paper towels. (If you haven’t heard of People Towels, check them out here – it’s quite the regular thing in Japan!)

Check out WeHatetoWaste.com and join the parade.