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10 - 10 - 2019

Blog Sustainable branding in practice – Carbon reduction during implementation

In our definition of sustainable branding, we are talking in particular about the sustainable implementation of a brand or campaign. Travel and transport distances are seen as a significant source of carbon emissions. How we organise projects enables us to reduce emissions in the project significantly. This is evident in two of our recent projects.

Douglas - Local Hero management

For the rebranding of Douglas, we organised the rebranding of the stores in Eastern Europe by using our network of Local Heroes. The signing for all locations was produced centrally in West Germany. Typically, this would mean that an installation team from the German producer visits all Eastern European stores. According to our rough calculation, this would mean a travelling distance of approximately 96,000 kilometres for 300 stores.

By working with Local Heroes and delivering the signing in batches, we have reduced the travel distance to around 24,000 kilometres. The emission of an average diesel vehicle is 132 grams per kilometre. By reducing the number of kilometres by 68,000, we saved around 68,000 x 132 g = 8,976,000 grams of CO2 in the Douglas project. One tonne of CO2 equals a return flight from Paris to New York for one passenger. And to compensate for the emission, 50 trees have to grow for a year. So do the math!

Rebranding Douglas
For Flynth we've used prefabricated inlays to refurbish the illuminated signage.
For Flynth we've used prefabricated inlays to refurbish the illuminated signage.

Flynth – signage renovation

That there are also savings to be made in projects with fewer locations and shorter distances is clear from our collaboration with consultant and accountancy firm Flynth. Flynth has 50 offices throughout the Netherlands. On average, each office has two illuminated signs on the facade. Although the aluminum housing still looked good, the LED lighting needed replacing. The most common way to do this is to replace LEDs on the spot. This method would mean that an installation team needs an average of two days on-site and therefore has to drive twice.

The Flynth signage is standardised in terms of design and format. This allowed us to work with pre-made inlays that included the new lighting. With this method, we have split the number of site visits and consequently, the corresponding CO2 emissions. Our approach in this project saved approximately 7,500 kilometres, and that is a saving of 7,500 x 132 g = 990,000 grams of CO2.

These are just two ways to reduce CO2 emissions in a project by looking further than the standard way to organise the project. Curious as to how we can help you organise your brand identity project more sustainably? Call +31 546 453 989 or send an email to

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