That responsibility shapes how we approach every project. Rather than following a checklist, we work with curiosity, care and a willingness to question default ways of working. There is rarely a single “right” solution. Every project is different, and responsibility means making informed decisions together with clients, collaborators and manufacturers.

The most sustainable material is the one that already exists. Whenever possible, we look for opportunities to reuse structures, adapt existing materials or build upon previous work before creating something new.

At the British Library, we reused the metal display frames from a previous exhibition, applying new graphics rather than manufacturing new structures. This approach continued across subsequent exhibitions, extending the life of materials already in circulation.

Not everything needs to last forever, but every project should last for as long as it needs to. We carefully consider the lifespan of every project when selecting materials, production methods and formats, choosing solutions that are appropriate for their purpose while avoiding unnecessary resource use.

From lightweight recycled boards for temporary exhibitions to hundreds of thousands of catalogues and leaflets printed on recycled paper, these decisions can make a meaningful difference over time.

Often, sustainability comes from hundreds of small decisions rather than one dramatic gesture. We work closely with printers, fabricators and developers to make practical, informed choices throughout the design process.

Whether it’s reducing the size of a publication to minimise paper waste, as we did for Bryony Ella, or choosing web hosting powered by renewable energy for websites like Camlin’s, we look for solutions that make the most sense for each project’s context.

Good design should be accessible to as many people as possible.
Accessibility is considered from the beginning of every project, not added as an afterthought.

We carefully select typefaces for legibility, consider colour contrast across print and digital applications, and test our work through printed proofs and accessibility checkers to ensure it can be experienced by the widest possible audience.

We see sustainability as a shared journey rather than a finished destination. Every project teaches us something new, and every conversation has the potential to shape how we think and work.