New York City based blog, WeHateToWaste.com was seeking a refreshed brand look to help galvanize their readers into action. Unicycle created the WeHateToWaste parade, a strategy that makes readers feel that they are part of a larger movement, and every step they take to reduce waste is multiplied. The illustration is used on the blog homepage and on promotional PeopleTowels. (A very cool and waste-free product) The cartoon style also brings a lighter feel to what can be a messy subject.