Considering that recycling is merely waste management, one would realise that it is a tough job, full of ugliness and filth. Thus, having to design a website for a recycling company, how can you make it look pretty, elegant and clean?

Because trees really do count. They count their age by their trunk rings. They count for the balance of the planet. They count for the beauty of our world. They count for our health and well-being. Trees do count. They matter.

So, we made them count. Literally. If you stay on the front page for a few seconds and watch, you will see the years counting on the axis, just above the slogan itself.

How do you make pretty that which is ugly? Well, you do it somehow like this, with honesty and sweetness. The website satisfied AP Recycling completely, winning the bet to make recycling look almost …angelic!