Narratives - CreateSustain

Brown Thomas

The Irish retailer Brown Thomas wanted a simple and accessible guide to help their teams integrate sustainability considerations into commercial conversations. Our aim was to develop something that didn’t feel disposable, a book that the Brown Thomas
team would find intriguing and be proud to have on their desk or in their hand at a meeting; both visually inspiring and appropriate to their needs.

KEY DELIVERABLES
- Research content and propose a framework for the Buyers Guide Design a format and aesthetic for the guide that speaks to the Brown Thomas brand.
- Develop and deliver training and mentoring for the buying team that supports the use of the handbook.

Designing Sustainability

We work with a number of different brands and businesses across various sectors to engage and inspire their creative teams to design for sustainability.

We start by mapping the design landscape with Creative Directors and/or Head’s of Design. The aim is to identify synergies between the creative, commercial and sustainability strategies.

Based on our findings we work with the creative teams to develop a ‘future compass’, re-imagining their approach to design based on a number of co-created future scenarios.

We then use the scenarios as the starting point for a product hack, focused on signature elements of the brand proposition. We explore how both decisions, processes and outcomes change based on the different scenarios.

Finally we present viable future directions for the business driven by the knowledge and expertise of the teams themselves.

Diesel Second Hand

As part of the For Responsible Living strategy we worked with Diesel on their first step towards circularity; Diesel Second Hand. We developed the initial strategy and communication approach and are providing ongoing consolation on marketing and in store role out.

Key deliverables:

- Develop strategy for Diesel Second Hand
- Develop key messaging

Mr Porter Craftsmanship Code

We developed the Craftsmanship Code for Mr Porter; a bespoke sustainable buying strategy and framework for brand and product assessment. Alongside this we developed a strategy for MR P own label to become market leading in sustainability by 2025.

Key deliverables:

- Small World campaign
- Research and develop a framework for assessing and communicating sustainability attributes in relation to brand and product
- Develop and deliver bespoke training for buying and marketing teams in relation to sustainability
- Propose and engage relevant brands
- Develop and deliver bespoke sustainable design training for the Mr P design team
- Develop key messaging and content to communicate Mr Porter approach to sustainability

Mulberry Made to Last

We worked with Mulberry to develop a new strategy and related campaign that launched on World Earth Day 2021.

Key Deliverables:

- Identify key focus areas through a series of internal stakeholder interviews
- Develop a proposal for a new strategic direction
- Develop concept for a customer focused campaign to bring the strategy to life including themes, messaging, tone of voice and visual identity
- Develop campaign content for multi-channel execution with a social first focus
- Advise on media engagement

Net-A-Porter

We worked with luxury retailer Net-A-Porter to develop their sustainable buying strategy and attributes for sustainability.

We developed bespoke training for the buying and marketing teams building sustainability literacy within the team.

We created an assessment process to help the buying teams identify more sustainable brands and products.

We consulted on the design, content development and launch of Net-A-Porter's sustainability hub NET SUSTAIN

We created an attribute framework to help customers understand why a product is being highlighted as more sustainable.

Selfridges Project Earth

We have worked with Selfridges for the last six years to develop their sustainability strategy culminating in the 2020 launch of Project Earth, a radical commitment to changing the way we shop. We developed a three pillar approach to drive business transformation focusing on comprehensive material targets, the testing and integration of new retail models and influencing team and customer mindsets to support culture change.

We worked with the senior leadership and the sustainability team to define the targets and metrics that would underpin Project Earth and the creative teams to develop a concept and execution that would communicate and bring to life the ambitious nature of the strategy for customers. The words LET'S CHANGE THE WAY WE SHOP are emblazoned across the facade of Selfridge's iconic Oxford Street store as a bold and memorable statement of intent.

Selfridges Project Earth Report

After working with Selfridges on their sustainability strategy for a decade, in 2022 we delivered their first annual impact report. Looking at the key areas of materials, models, mindsets and net-zero, the 68-page report took a deep dive into Selfridges sustainability achievements to date and outlined future goals and commitments.

Key deliverables:

- Provide analysis, copy and design for the annual impact report

The North Face Circular Design Training

We teamed up with the North Face to celebrate their new collection and talk about circular design. The After Life Event included a talk on circular design and a panel discussion with sustainability experts at the North Face and independent designers about how they were incorporating circularity into their work. This was followed by a hands-on workshop, where participants were guided through basic repairs and put their new skills to the test by turning and old tent into a new product to take away.

VF Corp

Since 2016 we have worked with VF Corporation to advise on their approach to responsible sourcing, working with various functions within the responsible souring team from supply chain transparency to communications.

Key deliverables:

- Guiding the development of product supply chain maps that show the provenance of all materials and components used in the product
- Advising the team on their material traceability approach particularly in relation to cotton and leather
- Visiting suppliers in Vietnam and Cambodia to assess the viability of establishing deforestation free rubber supply chains