The challenge
William McDonough is one of the world's most influential sustainability thinkers: architect, designer, and co-author of Cradle to Cradle and The Upcycle. His ideas had global reach, but his evolving body of work needed consistent, high-integrity communications support to engage new audiences, translate thought leadership into media visibility, and shape the public discourse around circular design, climate-positive language, and the redefinition of carbon.
The strategy
For more than fifteen years, I've served as a strategic communications partner to William McDonough across his speaking, publishing, and organizational platforms. That includes leading media outreach for major book launches, managing ongoing communications for his ventures (including MBDC and McDonough Innovation), and developing earned-media strategies for key initiatives like "The New Language of Carbon."
Working closely with Bill, I helped distill and frame messaging across complex domains: design, chemistry, policy, and climate science, ensuring clarity without compromise. The effort focused not just on press placements, but on shaping the cultural conversation around carbon, circularity, and abundance.
The outcome
- "The New Language of Carbon" campaign earned coverage in Fast Company, Scientific American, and Sustainable Brands, reframing carbon as a resource rather than a villain
- National media visibility for The Upcycle and McDonough's regenerative design philosophy, including features in USA Today, The Guardian, and Fortune
- Ongoing positioning of McDonough as the global voice of the circular economy, supporting keynote moments at Davos, Google, and international design summits
- Continued support for partnerships with organizations like the Cradle to Cradle Products Innovation Institute, Fashion Positive, and high-impact corporate clients