In this episode, I chat with Teresa Ferreira, founder of Ferrgood Studio, about the often-buzzwordy topic of sustainability in branding. Teresa, a brand designer herself, shares practical insights and steps businesses can take to build more sustainable and impactful brands. We discuss moving beyond the pressure of perfection and focusing instead on making consistent, small steps in the right direction. If you've been wondering how to integrate sustainability into your small business authentically, this episode offers valuable guidance.

Key Takeaways

• Progress Over Perfection: Sustainability is a journey, not a destination requiring perfection. Focus on making incremental, 1% improvements rather than getting stuck in an all-or-nothing mindset.
• Pillars of Sustainable Branding: Truly sustainable brands are built on authenticity (living your story transparently), consistency (aligning actions with values across all touchpoints), and measurable impact (tracking the positive effect you have).
• Practical Design Choices: Sustainability can be woven into design through tangible actions like choosing eco-friendly printers and materials, opting for green web hosting, implementing dark mode on websites to save energy, and selecting digital platforms conscious of their energy use.
• Intentionality is Key: Be mindful and intentional about resource use, whether it's adopting AI tools thoughtfully or avoiding wasteful trends (like collecting endless tote bags). Aim to outweigh any negative impact with positive actions.
• Communicate Authentically: Don't be afraid to talk about your sustainability efforts, even if they aren't perfect. Be transparent about your journey, admit where you can improve, and own up to mistakes – this builds trust and connection.

Episode Highlights

• 04:18: Embracing the "1% better" philosophy (inspired by James Clear) instead of aiming for unattainable perfection.
• 06:05: The three core values Teresa builds into her studio and client work: authenticity, consistency, and impact.
• 21:10: Using AI intentionally for efficiency, not letting it replace human creativity or using it trivially.
• 27:20: How to handle potential criticism when discussing sustainability efforts: focus on authenticity and transparency.
• 33:55: Using core brand values as a filter for opportunities, allowing for nuance rather than rigid blacklists.

 

About the Guest: Teresa Ferreira

Teresa Ferreira runs Ferrgood Studio, crafting designs and brands for businesses aiming to create a positive impact.

• Website: ferrgoodstudio.com
• Instagram: @FerrgoodStudio
• LinkedIn: https://www.linkedin.com/in/ferreirateresa/

 

Mentioned in the Episode

• Patagonia 1% for the Planet
• World Land Trust
• Friends of the Earth
• James Clear (Author of Atomic Habits)
• Dieter Rams (Designer, 10 Principles for Good Design)
• Planet App (Shopify carbon-neutral shipping integration)
• Online Carbon Footprint Calculators

 

End Credits

I would love to hear what you think of this episode, so please do let me know1 on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode!

This episode was written and recorded by me and produced by Lucy Lucraft (lucylucraft.co.uk)

If you enjoyed this episode please leave a 5* rating and review!