Circular Systems is a materials science company focused on transforming waste into valuable fiber, yarn, and textile fabrics for the fashion industry.

The social purpose corporation is focused on creating a net positive impact on the environment, society, and economy. Through their innovative waste-to-fiber platforms Texloop™ and Agraloop™, combined with the Orbital™ Hybrid Yarn technology, they offer breakthrough solutions for the most efficient management of textile and agricultural waste streams.

After maintaining individual brand identities for their waste-to-fiber platforms Texloop™, Agraloop™ and Orbital™, Circular Systems decided to change their overall marketing and brand direction. The new strategy developed by Marketing SVP Andrew Schulenburg and the leadership team was to unite them under the umbrella of the parent company and focus on creating a single, strong and consistent identity.

The team approached Montebelo to rethink the visual identity of the parent brand and its sub-brands. We worked closely together with Circular Systems to develop a new brand system that allows them to express their commitment and scientific curiosity in a clear and engaging way.

Our starting point for the identity was the circular shape of the original logo drafts, and we built the key design elements around it: A modular logo system and a natural yet vivid color palette that highlights and distinguishes the different sub-brands.

For the photography we collaborated with Studio Ari Elefterin, and the image videos and video animations are done by our friends from Favo Studio. Both explore technical and scientific ways of representation with a playful and humoristic approach.

Over the past two years we got the opportunity to collaborate with Circular Systems on a wide range of different media and tools including pitchdecks, website, newsletters, brand guidelines, social media and photography.

Client: Circular Systems S.P.C

Category: Branding, Communication, Art Direction, Photography, Digital, Textile

Team Montebelo: Martin Wunderer (Creative Direction, Graphic Design, Photography), João Ferreira (Graphic Design), Francisco Pires (Graphic Design & Art Direction)

Team Circular Systems: Andrew Schulenburg (SVP Marketing, Strategy), Isaac Nichelson (Co-Founder)

Guests & Collaborators: Ari Elefterin (Art Direction), Sam Kweskin - (Photography), Favo Studio (Motion Design, Animation & Video)