Circle Economy

A brand story that fits again

What happens when the story you tell no longer fits who you have become? For Circle Economy, this was daily reality. The team had grown from a passionate activist cooperative into a mature global impact organization, yet the brand still spoke with an old voice. They needed a narrative and identity that could hold who they are now and who they are becoming.

The challenge

A strong brand is more than a logo or a line. It is the living connection between culture inside and story outside. When those two drift apart, ambition stalls. The task was clear: close the gap and find a shared heartbeat that everyone could feel and use.

Our journey together

We believe people are the brand. Real power shows up when internal culture and external story beat as one. Together with Circle Economy, we set out to find that rhythm. In a series of deeply collaborative online sessions using our 23plusone emotive methodology, we connected with every person in the organization. Human by human and team by team, our science‑based and playful approach created space to surface collective ambition and gather clear evidence of evolution.

We translated those insights into simple, resonant language. Not theory. Usable tools. A story you can speak in a meeting, a deck, or a hallway conversation.

The transformation

The outcome is a living brand book that works as both mirror and map. It reflects the soul of strategy and clarifies purpose, mission, and vision in words the world can understand. This shared language became the foundation for a complete visual refresh, creating a brand that feels as vibrant and dynamic as the team within it. The brand book now lives as a digital guide, open and accessible to everyone, embodying the transparency Circle Economy champions. It is a clear example of where purpose meets performance.

Ready for a story that fits who you are now?

Let’s explore how to align culture and story so your brand can move with one heart. Connect with Kim Cramer or Alexander Koene to start building your next better, together.