Applying brand thinking to the challenges of the environmental emergency.

The ‘New Principles’ initiative is an open resource under ongoing development.

The project is being co-ordinated by Oliver Salway, co-founder of architecture and design studio Softroom, in conversation with a diverse group of specialists in the fields of architecture, design and branding.

This web resource encapsulates the results of those conversations, distilled into a hopefully engaging and accessible set of principles that over time — and with the input of a far wider and more diverse range of collaborators — might evolve to become an effective set of tools to guide the decision making of design practitioners, their clients and all of us as end users.

‘New Principles’ is the product of many ongoing conversations over the past decade, and I would like to thank in particular Dilys Maltby of Circus and Jamie Anley of Beautiful Corporations and Joe Morris and David Storring of Morris+Company for their invaluable feedback in helping shape the current working draft.


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