One day, every business on this planet will be regenerative.

Why we do what we do

We genuinely find joy in what we do. Lucky ducks aren’t we.
We get to work with leading experts, think big and get creative. We never stop learning.
Being able to shape and build real-world roadmaps for a greener future is truly empowering.


Designed to tackle complexity.

Our background comes from business execution, service design and mobilizing social impact in multi-stakeholder environments.

We have previously worked in organizations such as IBM, KONE, the United Nations, the Government of Italy, Wärtsilä, and a number of talented boutique firms as well as tech startups.
Today, we work with a global network of partners across sectors. Having lived across 4 continents, we have a deep cultural understanding of some of the largest markets in the world and a reach that spans across Europe, Asia and Africa.


Lu Ying
Co-founder and CEO

To someone like me who operates across disciplines and cultures, circular innovation is the most effective way of aligning different stakeholders and diverse viewpoints behind a shared vision. Its pluralistic lens translates into financial, environmental and social values all at the same time, unlocking tremendous opportunities for purpose-driven decision makers leading the change.
Alice Casiraghi
Co-founder and Design Strategist

I have always shaped my career path researching how the creative and business worlds can interact with each other. It is about time for designers to use their power and systemic thinking to investigate more profound connections in modern socio-economical structures and prepare businesses for a regenerative and ethical future.


Design is power, context is key, nature is always a stakeholder.

1. Design is power

Over 80% of a product’s environmental impact is determined during the design phase. As designers, we shall work with business - not merely for businesses - to lead the transition towards a regenerative economy. We design out waste. We design to maximize resources use. And we design to keep materials in the loop for as long as possible, the way Nature does.

2. Thinking in systems to unlock synergy

When designing a product or a service, we integrate multiple stakeholders in our study: the people who use our service, those who work in it, the value chains of the business , its local infrastructure as well as the ecosystem. Only by zooming out and understanding the bigger picture, are we able to find synergies and entirely new ways of creating value in our economies.

3. Ask why, ask why not

The key for circular design starts from asking the right questions. Understanding the boundaries of our environment means increased creativity needed to remove inefficiencies from today’s operations. Understanding the limits of a business, its ecosystem and larger society means a diverse set of priorities. Why not better align our goals across sectors? Why design a product that can only be used once?

4. The value of interdependence

Maturing process of any life on this planet moves from dependence to independence - and ultimately to interdependence. Growing to become independent means self-sufficiency of a person, business, industry or sector. This alone, however, leads to a world of silos: inefficiency, duplication of effort and absence of synergy.

To find symbiotic value, the secret lies in interdependency: win-win strategy for a growing ecosystem. As the first step towards the circular economy, the duty of a designer is then to make connections between these silos - one company’s trash is another industry’s treasure.

5. Make change light

When making a transition towards a regenerative model, a designer should make change simple for the business and avoid adding burdens on customers behaviour. If so, customers will adopt it with relief and excitement, and businesses will be prone to changing.

6. Context is key for success

Our context determines who we are as humans - through traditions, beliefs ans rituals - and it should do the same for businesses.Similarly, the meaning and interpretation of a product, service and experience varies by traditions, culture and norms. No circular strategy survives without a localised and contextualised adaptation.

7. Beyond climate

Circular economy is so much more than just the environment. While we aim at closing the loop of resources and materials, the jobs, communities, collaboration and opportunities unlocked in the process are the driving force of this transition. Not only the workers and customers, but natural resources too, all become stakeholders in this system.

8. A global economy

Circular businesses are context based, but our economy is undeniably global. This is not a contraddiction: we need to think small and local - adapting to different contexts in terms of resources - but we have to be able to scale and replicate - in terms of processes - towards new contexts or different market segments.

Want to be part of this journey?

We have a big vision and we are committed to helping companies become more regenerative by design. If you feel like what we do resonates with you, we’d absolutely love to hear from you. We were born global and always look for new partnerships, ideas, thinkers and doers in shaping the future we all want to see.
You’ve come a long way to get here. Tell us your story:

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