Organisation type
Charity/third sector
Membership organisation
Sector
Environment and sustainability
Service
The Circular Economy Institute (CEI) had outgrown its identity. As its global influence expanded and it became part of the Chartered Institution of Wastes Management (CIWM), it needed a brand that reflected both its professional authority and its ambition to unite an international community around the circular economy.
Barley Communications, working in partnership with FORM Brands Studio, was commissioned to develop a distinctive new identity that would align with CIWM while retaining CEI’s own purpose and personality. The new brand also needed to work consistently across digital platforms, education programmes, accreditation and global communications, supporting future growth and engagement.
Our starting point was understanding what made CEI unique.
Working closely with the CIWM and CEI leadership teams, we undertook stakeholder interviews, workshops and member research, supported by competitor analysis and a comprehensive review of the organisation’s visual and verbal communications. The insight was clear: CEI needed a brand that reflected its growing international influence while remaining connected to the heritage and credibility of CIWM.
We developed a flexible identity system centred on a circular logo derived from the letter C. More than a visual device, it represents circularity, collaboration and community — expressing the interconnected systems that underpin the circular economy.
Rather than relying on familiar environmental clichés, we used a contemporary colour palette and industrial-inspired typography to position circularity as a practical, people-powered movement. The resulting identity provides a scalable brand system that works consistently across every touchpoint, from websites and accreditation certificates to education programmes and international communications.
The new identity has given the Circular Economy Institute a distinctive and consistent brand that reflects its role as a global professional body while strengthening its relationship with CIWM.
The refreshed identity is now used across CEI’s website, education programmes, accreditation materials and member communications, creating a more cohesive experience for audiences worldwide. It has helped position the organisation as a modern, authoritative voice on the circular economy, differentiating it from more traditional environmental organisations through a confident, people-focused visual identity.
Alongside stronger brand recognition, the refreshed identity has supported increased visibility, audience engagement and membership growth, demonstrating how strategic brand development can create measurable value as organisations evolve and expand.
“
We are delighted with the work Beth and Alex have delivered. This new brand identity provides the Circular Economy Institute with a clear, accessible and human-centric voice – helping us unite our global professional community to power a circular future.
Gemma Smith
Head of Marketing and Membership Growth, Chartered Institution of Wastes Management (CIWM)
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