Ethicall by name, ethical by nature

It may well be in in the name, but Ethicall wanted their identity to demonstrate their genuine commitment to being an ethical company. I created a brand for them I dubbed the ‘Life Cycle’, that is that every item had to be produced in the most ethical way available and that once it had served its corporate purpose it found another life. For example, Ethicall’s document presentation folder, made from unbleached recycled card, could be folded into a pen tidy. Or when a notebook came to end the user was asked to flip it over and start again (paper having 2 sides). They had coasters that grew cress, origami letterheads and bookmark business cards. The story of where it came from, what its doing now and what it could be used for in the future was simply written on the item along with Ethicall’s paper cut logo I designed for them. Doing the right thing isn’t always easy. When we couldn’t find an adequate solution to sourcing ceramic mugs for visitors and staff we scoured charity shops for old ones and the resulting ragged collection was celebrated in a poster. Taking the idea online wasn’t easy either so we created the world’s first website made up of old buttons and a cardboard box.