Circular Brand and Campaign

Every country in the EU has targets to transition their economies towards being more circular. This means moving away from "take-make-waste" and towards a society where we reuse, repair and recycle what we have, keeping things going for as long as possible. The Government of Ireland, through the Department of Climate, Energy and the Environment's Circular Economy Fund, established a 10-year project with the Rediscovery Centre to help Ireland meet our targets.

Working closely with our sister company Wove, we set out to create and launch a national brand platform aimed at making the circular economy accessible and actionable for people and communities across Ireland.

Through numerous citizen engagement sessions, we developed an understanding of how people currently connect with circular economy, then tested multiple approaches to communicating it. Our learnings showed that people are already living in circular ways—they just don't call it that. We also learned that people don't want environmental lectures or guilt. Instead they want to see personal benefits and need concrete, actionable steps that feel immediately relevant to their lives.

Using these learnings we created a brand with simplicity and action at its core: a yellow circle that joins the dots between everyday actions and collective impact. Accessibility and digital sustainability were really important in this brand. We used DM Sans (a free Google font, with extensive accessibility qualities) and developed a high contrast secondary colour palette. We also created a suite of low carbon weight icons we could use across infographics, toolkits and social content.

To launch the platform and brand—and to introduce the idea of being circular to people in Ireland—we created a national campaign called "That's Circular" across TV, radio, digital and social. Working with TinyArk, who produced and directed the creative, we shot relatable everyday moments people already engage with: filling up a water bottle, reheating leftovers, fixing things, buying second-hand. All shots were filmed with dynamic camera movement and perspectives, making it feel visually exciting rather than worthy. Every scene featured our yellow brand dot—as a bottle top, wool rug, bike tyre or lunchbox lid—connecting the visuals whilst building brand recognition.