Positioning for Purpose: Mapping brand strategy to sustainable design

This paper presents ‘Positioning for Purpose’, a five-week undergraduate studio project that introduces Graphic Communication Design students to brand strategy as a mechanism for environmental sustainability. Run at Central Saint Martins in collaboration with marketing firm FreshBritain, through the project students learn how to use Jungian archetypes to reposition mainstream consumer brands towards ‘net positive’ futures. Emphasising enquiry-led learning, the commercial partner works alongside the students as a mentor, supporting them as they try out brand positioning methods for the first time. Findings reflect strong uptake of social justice themes, but highlight the barriers students face when tackling climate justice within brand design. While not all student outcomes prioritise environmental sustainability, the project broadens awareness of sustainable design and opens career pathways into brand strategy. The paper reflects on pedagogical benefits, limitations, and opportunities for further alignment between creative education and sustainability imperatives.