A brand story that fits again | circle Economy

What happens when the story you tell no longer fits who you've become? For Circle Economy, that was the daily reality. The team had grown from a passionate, activist cooperative into a mature, global impact organization. But the brand still spoke with an old voice. There was a need for a narrative and identity that could carry who Circle Economy is now, and who the organization is becoming.

The challenge

A strong brand is more than a logo or a one-liner. It's the living connection between the culture inside and the story outside. When those two drift apart, ambition stalls. The brief was clear: close the gap and find a shared heartbeat that everyone could feel, use, and translate into action.

Our journey together

We believe that people are the brand. Real power emerges when internal culture and external story beat in the same rhythm. Together with Circle Economy, we set out to find that cadence.

In a series of deeply collaborative online sessions using our 23plusone emotive methodology, we connected with everyone 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 signals of evolution.

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

The transformation

The outcome became a living brand book that works as both mirror and map. It reflects the soul of the strategy and makes purpose, mission, and vision clear in words the world can understand. That shared language became the foundation for a complete visual refresh. The result is a brand that feels as vibrant and dynamic as the team itself.

The brand book came to life as a digital guide, open and accessible to everyone. Exactly in line with the transparency Circle Economy stands for: a clear example of where purpose and performance meet.

Circle Economy Brand Book