Cradle to Cradle Products Innovation Institute

Client: Cradle to Cradle Products Innovation Institute
Sector: Circular Design, Sustainable Manufacturing, Certification Systems
Project: Multi-year strategic communications, program design, and visibility building for a global nonprofit standard-setter

🔹 The Challenge

Born from the groundbreaking work of William McDonough and Michael Braungart, the Cradle to Cradle Products Innovation Institute set out to catalyze a new industrial paradigm—one focused on safe materials, circular design, and regenerative manufacturing. But as a mission-driven certifier in a noisy sustainability landscape, the Institute needed to establish credibility, build public awareness, and activate its network of brand partners to champion the standard.

🔹 The Strategy

As a lead communications advisor, I helped launch the organization with national visibility and shaping its public voice over time. Our first effort landed front-page coverage in The Wall Street Journal from a kickoff event at Google HQ, featuring California Governor Arnold Schwarzenegger, YouTube co-founder Chad Hurley, and Wendy Schmidt.

Over the next several years, I led media strategy and thought leadership campaigns that brought the Institute’s work to audiences across industries—from architecture and tech to fashion and consumer goods. This included:

  • Launching the Institute’s inaugural education program and global design challenge

  • Elevating its leadership at major events like Greenbuild, AIA, SXSW Eco, Sustainable Brands, and the Positive Economy Forum

  • Shaping messaging and brand visibility for Fashion Positive, a new initiative focused on sustainable fashion

Recognizing the untapped power of the Institute’s member companies, I also helped design an internal advocacy program to align and activate their marketing budgets—creating a $1M+ ecosystem of shared visibility and credibility.

To deepen engagement, we launched and produced the annual Cradle to Cradle Product Symposium & Innovation Celebration—an ongoing flagship event we developed and grew into a multi-day gathering. This summit served as a platform for best practices, leadership recognition, and strategic storytelling across sectors.

🔹 The Outcome

  • Coverage in top-tier outlets including The Wall Street Journal, Fast Company, The Guardian, Architect, and Mother Nature Network

  • Expanded public and industry awareness of Cradle to Cradle Certification and the organization’s global impact

  • Created and operationalized a member-led marketing initiative to support industry-wide adoption

  • Produced multiple events that elevated the brand, generated revenue, and built trust across sectors

  • Helped establish Cradle to Cradle as one of the most respected and recognizable sustainability standards in the world