Circular Futures — Designing a visual identity for a circular economy leadership programme
Client: Ashoka & eBay FoundationScope: Brand identity, visual language, website, print collateral, marketing materials
Overview:
Circular Futures brings together 30 emerging leaders from entrepreneurial, corporate, and public sectors to drive the transition toward a circular economy, focusing on reuse, repair, and recycling. The programme’s goal is not just to educate, but to inspire, connect, and empower participants to lead change within their organisations.
Challenge:
The visual identity needed to reflect collaboration, innovation, and forward-thinking purpose, while making participants feel energised and part of a broader movement. It had to work across digital platforms, print collateral, and marketing materials, all while remaining flexible and engaging.
Concept development:
The central idea emerged from the number of participants (30) and the concept of ideas converging to create collective impact. I explored multiple logo concepts before settling on a mark of thirty lines converging into a circle.
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Symbolism: The circle represents unity and collective effort.
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Dynamic quality: Lines extending from the circle hint at ideas, interaction, and future growth.
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Dual perspective: The mark looks inward with focus and purpose, while also looking outward to the possibilities of the future.
Visual Language:
Building on the logo, a vibrant, optimistic visual system was developed. The line motif extended across layouts, giving a sense of movement, energy, and connectivity. Colour choices were bright and forward-looking, creating a sense of optimism and accessibility. Typography and layouts were crafted to be clear, approachable, and engaging, making the brand feel dynamic yet professional.
Applications:
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Website: Designed to showcase programme details, candidate stories, and application processes.
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Print materials: Posters, brochures, and publications that communicate the programme’s ethos.
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Marketing collateral: Stickers, digital assets, and social media graphics that reinforced the brand identity.
Outcome:
The identity successfully created a cohesive, inspiring visual presence. Prospective candidates were drawn to the programme, feeling a sense of belonging, purpose, and excitement about participating. The brand conveys Collaboration, innovation, and forward-thinking impact, reinforcing Circular Futures’ position as a leading initiative in circular economy leadership.
