Circle Economy: a brand story that fits again

The challenge

What happens when the story you tell about your organization no longer fits who you have become? For the team at Circle Economy, this question was a daily reality. They had evolved from a passionate activist cooperative into a mature global impact organization, but their brand story felt like a memory of their past self. They needed a new narrative and identity that could hold all of who they are now, and all they are becoming.

Our journey together

We believe that people are the brand. A brand’s true power emerges when its internal culture and external story beat with the same heart. Our journey with Circle Economy was to find that new, shared heartbeat. Through a series of deeply collaborative online sessions using our 23plusone emotive methodology, we connected with every single person in the organization. Human by human, team by team, our science-based and playful approach created a space to listen to their collective ambition and piece together the evidence of their evolution.

The transformation

The result is a living, breathing brand book that serves as both a mirror and a map. It reflects the soul of their strategy and clarifies their purpose, mission, and vision for the world to see. 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 is now a digital guide, open and accessible to everyone, embodying the very transparency Circle Economy champions. It’s a powerful example of where purpose meets performance.

Does your brand’s story truly reflect the people at its core? Let’s explore how we can build your next better, together. Connect with Kim Cramer or Alexander Koene to start the conversation.