Australian Bedding Stewardship Scheme

Web design and messaging, Reloop Digital · Australian Bedding Stewardship Council

The problem

The Australian Bedding Stewardship Council runs the product stewardship scheme for mattresses and bedding. I redesigned their website and sharpened the messaging, positioning and communication strategy behind it.

The constraint

ABSC speaks to several audiences at once — manufacturers, retailers, recyclers and the public — who need different things from the same organisation. Much of the existing material had been written for print, where a reader commits to a document; on the web that same content had to work for someone scanning for whether the scheme applied to them at all.

What I did

• Ran collaborative workshops with the ABSC team to align on goals and surface what each audience actually needed.
• Wireframed concepts early to shape content development rather than retrofitting copy into a layout.
• Worked within the existing brand and logo instead of proposing a rebrand the organisation did not need.
• Translated print material into web content structured for scanning.
• Built and launched in Webflow, with custom animation used to aid comprehension rather than decorate.