CEOFrom linear to circular
Strategy and visual identity for Interreg North Sea / CEO. The EU‑funded network moves office furniture from a linear throwaway model into circular systems. Seven pilot projects run across the North Sea Region. Connected by a modular template system. Europe‑wide communication.
Linear wastein the furniture industry
Every year, 10.5 million tons of EU office furniture end up in landfill or incineration. CEO develops pilot projects across the North Sea Region. From linear throwaway furniture to circular systems.
The network needed an identity that explains one shared idea to many audiences. Producers, retailers, office managers, public‑sector buyers and partners across the North Sea Region.
The EU‑funded CEO initiative delivers
a manifesto, guidelines, the Circular Maturity Indicator and seven real‑world pilot projects.
Circular solutionsfor the futureof office furniture
The strategy needed something tangible. The office chair is familiar in everyday office life. That makes it the anchor for the brand.
It becomes a symbol for circular economy. Each component is repairable, reusable and designed for circulation.
Modularbranding
A modular system ties type, colour, shapes and illustration together.
The parts interlock and hold the look across every application.
The office chair becomes the key visual. Broken down into its individual parts in a 3D look. Every component visible, every part reusable. Handwritten notes and circular arrows add a hand‑made character.
Like quickly sketched process notes.
The imagery uses authentic in‑house photography from each pilot country. Or self‑built 3D visuals. The communication stays authentic, modern and contemporary.
We allmust act
The exhibition poster calls everyone to act. From supply‑chain actors to event visitors. At events, symposiums, trade fairs.
The 3D office chair made of individual parts sits at the centre. Claims run in the CI typography, handwritten notes emphasise the human character.
From posterto letterpress
The branding runs across digital and print. Across events, symposiums, sessions and trade fairs. Held at regular intervals across the participating countries.
Seven pilot projects: Copenhagen, Malmö, Utrecht, Hamburg, Pévèle Carembault, Flanders, Oost NL. The branding works as a modular template system. Consistent across Europe, adapted to each pilot's local needs.
