Fast tracking net zero

Launching a brand for cutting-edge recycling and clean energy projects

A landmark collaboration by UNSW and the University of Newcastle, the Trailblazer for Recycling and Clean Energy (TRaCE) is moving circular economy and clean energy technologies out of the lab and into global manufacturing. It is backed by the Australian government, and has established $117M in industry co-funded R&D projects focused on bringing disruptive technologies to market. World-leading researchers are solving the biggest challenges facing the global net zero transformation. Their research areas focus on: solar tech, clean energy, green fuels and circular economy sectors.

Walterwakefield were asked to develop a visual identity system, website and suite of brand assets to inspire and recruit partnerships within the sustainability research sector. We inherited a logo from a previous brand exercise, so our remit was to build meaning and a thoughtful brand system with attitude and flex, to take this from a dull corporate ‘university’ looking brand into something a lot more contemporary and engaging.

We built the visual system from the arrow shape in the logo, creating a thoughtful system with ‘acceleration’ at its heart. The race towards net zero has become an imperative for human existence – we wanted to embed some of this pace and urgency into the visual identity.

We worked closely with the internal comms team to create their launch event. More than 200 industry, government officials, researchers, start-ups and university staff came together in March 2024 to celebrate the TRaCE achievements to date, learn about the research projects and network. Assistant Minister for Education, Senator the Hon. Anthony Chisholm officially launched the showcase for the initiative: “TRaCE’s projects will help Australia and the world find new and effective ways to transition to sustainable recycling and clean energy solutions and systems,” Assistant Minister Chisholm said.

Here at walterwakefield we were honoured to have the opportunity to use our skills and passion to support an initiative so inline with our own values as a company. We look forward to seeing what TRaCE can achieve over the next three years, and wish them the best success.


Thank you for all the work put into the TRaCE brand, website, merch, booklet, printed & digital signage – the whole package was amazing, and so great to officially launch it all!

Gabriella Nunes
Research & Commercialisation Director Trailblazer for Recycling & Clean Energy (TRaCE)

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