Industry

Waste Management

Client

Circular Futures Group

Live Website

https://www.circularfutures.com.au

From branding to success

Four smartphones displaying a website layout with content related to environmental consulting and circular economy solutions, set against a purple background.

Overview

Circular Futures Group is a startup in waste management, aiming to drive sustainable solutions through recycling and circular economy practices. The founders sought a clean, modern platform with strong branding to establish their presence and communicate their vision effectively.

Circular Futures Group logo with earth and leaves, showcasing waste, recycling, consulting.
Green icon with document and magnifying glass symbol
Green logo with a light bulb and lightning bolt
Illustration of a webpage mockup inside a green arrow icon
Web browser icon on teal background
Silhouette of a person with a check mark in a circle, next to a blue arrow design.
Blue icon with computer monitor displaying code symbols inside a circular shape, with a chevron pointing right.

PROTOTYPE

TESTING

DEVELOP

WIREFRAME

DEFINE GOAL

RESEARCH

CONCEPT

Define goal

Through user interviews, we found that users were overwhelmed by excessive information and preferred quick, digestible insights. Our workshops and competitive analysis revealed that many competitor websites were not mobile-friendly and had slow loading speeds. To address these challenges, our goal was to create a website for Circular Futures Group that prioritises SEO, establishes a strong brand voice and tone, and embraces a minimalistic design for a seamless user experience.

Simplified Information Delivery

Icon of a webpage layout with a header and columns

Mobile Optimization, Performance & SEO

Icon of a bar chart with an upward arrow

Strategic Branding, Effective Brand Tone & Voice

Icon of two people in front of a building or hotel

Research & workshop

With the goal of creating an effective website, our collaborative workshop began with competitive analysis, SEO research, and keyword strategy. We then developed user personas and mapped their journey to identify key interaction points, ensuring a user-focused website layout.

Infographic featuring empathy mapping, SEO strategy, and competitive analysis. The empathy map is divided into sections: "What do they think," "What do they feel," "What do they say," and "What do they do," with various comments. The SEO strategy section shows percentages on mobile and web performance. The competitive analysis table evaluates companies on first impression, interaction, branding, and content. A diagram highlights SEO elements like keywords, alt tags, information architecture, and mobile friendliness.
Person touching glass with eco-friendly icons including wind turbines, trees, globe, recycling symbol, and plug
Digital illustration of a user persona and a user journey map on a gradient blue-green background. The persona section provides details about an individual named John, including his age, job, and goals related to waste management. The user journey map charts the emotional experience of a user through stages such as need, search, and contact, featuring happy and neutral face icons to indicate user satisfaction.

Conceptualisation

The logo was crafted to reflect Circular Futures Group’s core values—sustainability, recycling, and innovation. We focused on a clean, modern design that ensures easy reproduction across digital and print platforms. The circular shape symbolizes continuity and the circular economy, while the chosen shades of green and blue represent environmental responsibility and trust. By refining the typography and simplifying the visual elements, we created a cohesive brand identity that aligns with the website’s minimalistic aesthetic and strengthens brand recognition.

Branding guide featuring logo variations, color palette, iconography, button styles, typography in Poppins font, and layout mockups on a blue background.

Wireframe.

Providing bite-sized service information for a seamless, scannable experience,ensuring users can find what they need at a glance.

Web design templates laid out on a gradient blue background, showcasing different webpage layouts including homepage, services, contact form, and privacy policy pages, with textual and image content placeholders.

Lo-Fidelity Wireframe

A clean, simple interface that gets straight to the point

Overview of multiple webpage designs displayed on a green gradient background, including sections with text, images, and icons.

Hi-Fidelity Wireframe

Prototype

Testing & Iteration

During the Testing and Iteration phase of the Circular Futures Group project, we carried out thorough usability testing to ensure the website prototype met user expectations and business objectives. This involved gathering feedback from stakeholders, analysing navigation patterns, and identifying areas for improvement. Based on these insights, we refined the user interface, optimised content for clarity and engagement, and enhanced the overall user experience for all devices. Iterative testing allowed us to fine-tune the design, ensuring a seamless, intuitive, and responsive website that aligns with Circular Futures Group’s mission and meets the needs of its target audience across various platforms and screen sizes.

Mockup displaying the Circular Futures Group website on an iMac, iPad, and iPhone, featuring design focused on advancing the circular economy.