Sustainability Strategies are how we bake sustainability into every brief. A flexible framework of three possible routes, Responsible, Robust, Radical, that meets you where you are and helps you push further.

Together, we will define the right approach and track progress throughout. Below is a breakdown of each strategy with the potential actions we could implement throughout your project to help you achieve your sustainability goals.

Responsible

Sustainable choices are seamlessly integrated without impacting the look and feel, delivering standout creative with a lighter footprint. Every decision is made thoughtfully to reduce waste and carbon impact.

This could include:

• Recyclable materials that re-enter the waste stream
• Modular builds for reuse across campaigns
• Evolving designs that adapt on-site
• Rented elements instead of newly made
• Zero plastic, from production to packaging

Here’s how we’ve taken a Responsible approach in previous projects, including modular, evolving and zero-plastic strategies for John Lobb and adidas x Stella McCartney.

Robust

Sustainable design practices inspire the creative, influencing materials and methods. The focus is on durability, minimal waste and considered choices that reduce environmental impact.

This could include:

• Recycled materials are prioritised over virgin alternatives
• Design for disassembly so elements can be easily reused and recycled
• Locally sourced materials to cut transport emissions
• Mono-material builds for simpler recycling
• Unfinished surfaces, avoiding unnecessary coatings

Our projects for adidas and Napapijri took a Robust approach, using recycled content, mono-material construction, raw finishes and design for disassembly to reduce waste.

Radical

Sustainability is the starting point – the brief itself – with concepts built around regeneration, circularity and zero waste. It’s not an afterthought, but the core creative idea.

This could include:

• 100% recycled and recyclable materials, ensuring no virgin inputs are used.
• Compostable elements that safely decompose and return nutrients to the earth.
• Waste reimagined as a valuable material, with brand waste playing a central role in the storytelling.
• Regenerative materials that actively support ecological recovery.
• Circular solutions designed to re-enter the system, with every component created for reuse.

Our case studies for Coachtopia and Anya Hindmarch show how this Radical approach can push sustainable creativity to the forefront, building concepts that start with waste and rethink the whole lifecycle from day one.

XAGzero

Underpinning it all is XAGzero, our carbon insights tool. It works hand in hand with our Sustainability Strategies to track impact, suggest smarter alternatives and deliver clear, data-backed reports that help reduce the carbon footprint of our projects.

Learn more about XAGzero here.

If you’re interested in bringing Sustainability Strategies into your next project, get in touch with Daniel Wigham, StudioXAG’s Associate Director of Strategy & Sustainability.