Circular Design

Circular Design Capability, Two-Year Brand Engagement

This engagement took circular design from a set of ideas into a tool, together and for the the brand's design, production, and merchandise teams.

The work began by building a bespoke framework of circular design principles together with the teams. Grounded in Cradle to Cradle methodology and the Ellen MacArthur Foundation's circular economy framework, and adapted specifically for the brands context and across the specific product groups.

When the white paper and tool was signed off by the board, the focus then shifted to implementation: embedding those principles into the daily decisions of the teams who plan and make the products.

Delivery combined hands-on workshops, organised check-ins across the years, and direct project support, guiding teams through their own circular work as it happened, spreading the knowledge across the company and building capability from within rather than creating dependency on external input.

Progress was tracked, assessing where circular thinking was taking hold and where additional support was needed. The process also included expanding the knowledge of the methodology, and learnings for all internal employees.

At the close of the programme, circular design principles and the capability to apply them were handed over fully to the internal team with suggestions on how to integrate KPIs and measurement of how circular ready the products where.