Carra Santos
Innovation. Culture. Communication.
Strategic thinking and communication expert specialising in concept development for challenge-led innovation.
I specialise in concept development for challenge-led innovation, adding fresh perspective and skills to keep problem-solving projects moving forward.
Combining close to twenty years' of experience in creativity and innovation with an MSc Sustainable Development in Practice (Distinction), I strengthen projects in health, education, local government, urban design and mission-driven enterprise based on two services: concept development skills, and project/place-based innovation consultancy.
“Extremely knowledgeable and passionate - these two qualities don’t always come together.”
Training:
Strategic Thinking & Communication Skills
Demonstrating within concept development that supports combined environmental, social and economic wellbeing by default, I nurture fundamental capabilities within:
Critical thinking. The decision-making ability to analyse and assess information, views and evidence to form a judgment.
Design thinking. The problem-solving ability to fully consider a problem and diverse perspectives before collaboratively working towards a solution.
Systems thinking. The sense-making ability to explore a topic holistically; its context, its connections, and how they interact.
Futures thinking. The strategic ability to imagine and explore possible futures based on past and current influences,
Collaborative thinking. The practical ability to talk, plan and work fairly and effectively towards collective goals.
Values-based communication. The ability to navigate multiple perspectives, planning communication with unity and collaboration in mind.


Consultancy:
Project/Place-Based Innovation
Adding to the above with practical education and guidance on a specific project, programme or enterprise idea, I support leaders and practitioners in health, education, local government, urban design and mission-driven enterprise.
Proof of Concept. Testing initial thoughts, ideas and potential of project viability, with soundboarding, ideation and concept development sessions.
Tailored Education and Resources. Securing a solid starting-point for project leaders and teams by closing knowledge gaps on critical topics, and enhancing collective capabilities.
Supporting Research. Ensuring likelihood of project adoption by building a strong economic, social and environmental case, alongside relationships for insights and co-creation with diverse stakeholders.
Communication for Collaboration. Positively engaging with partners/supporters by understanding their different perspectives, interests and needs.
About.
Background.

I've been a professional creative/designer since 2004. From 2009 to 2022, I owned a creativity and innovation studio that designed products and environments to enable sustainable real-world behaviours - from cooking, growing, making, repairing and reusing, to talking, thinking, learning, problem-solving and building relationships.From a series of high profile future concept installations for London Design Festival - voted ‘most popular’ by 25k international industry professionals - to design-led equipment for food education manufactured and rolled out across the UK, my projects were always intuitively designed to inspire more sustainable ways of thinking and doing in everyday life.
Evolution
Over time, I became increasingly aware of how these values supported our global environmental, social and economic health and counteracted destructive influences. I saw the need to combine my arts background with science, and ground my insights and intuition in evidence.I completed an interdisciplinary MSc Sustainable Development in Practice (Distinction) in 2021. This named my skills in sustainable futures thinking, social psychology and interdisciplinary innovation, and reinforced my knack for strategic thinking and communication.Since then, my concept development support for mission-driven projects builds on my lifelong creativity with ongoing research into change-making knowledge, tools and inspiration, and shows how creative thinking and robust understanding can bring transformative ways of living and working to life.
Everyday practice.

I develop strong foundations for mission-driven projects by nurturing three core competences: understanding the problem, understanding the interconnections, and understanding different perspectives.I do this via concept development skills and project/place-based innovation consultancy, supporting leaders and practitioners in health, education, local government, urban design and mission-driven enterprise. I am based in the UK and work internationally.
Associations
In addition to my practice, I am currently a Fellow at The School for Moral Ambition in the Netherlands, and a Doughnut Economics educator and consultant.I have introduced innovative research and emerging futures concepts via various talks, lectures, workshops, interviews, research presentations, panel discussions and exhibitions.These include as a Design Council Specialist Expert, Design Council's Design for Planet, The Design and Technology Association (DATA), the Sustainable Innovation Conference, the International Food and Drink Event (IFE), the RSA (Royal Society for the Encouragement of Arts, Manufactures and Commerce), and BRLSI (Bath Royal Literary and Scientific Institution).My lead author chapter contribution to the book ‘Accelerating Sustainability in Fashion, Clothing & Apparel’ - highlighting social change potential enabled by sustainable fashion design and enterprise innovation - was published by Routledge in 2023.
Approach.
I develop strong foundations for challenge-led innovation by nurturing three core competences: understanding the problem, understanding the interconnections, and understanding different perspectives.
Understanding the problem.
What is the broader context surrounding this issue?Building a robust case, addressing blind spots and identifying unexpected risks and opportunities for innovation by ‘zooming out’ to place the issue in the cross-sector ecosystem.
Drawing on:
Design Thinking
Systems Thinking
Sustainable Development Principles


Understanding the interconnections.
How does this issue connect to other issues?Enabling efficiencies, avoiding unintended consequences and sparking opportunities for collaboration by seeing how seemingly unrelated topics, interests and objectives connect and overlap.
Drawing on:
Design Thinking
Systems Thinking
Collaborative Thinking
Understanding different perspectives.
What might this issue mean to other people?Anticipating resistance, building empathy, and finding common ground for effective communication by exploring the different meanings and motivations that others associate with an issue.
Drawing on:
Design Thinking
Systems Thinking
Values-Based Communication

Portfolio.
Communication for collaboration.
Improving conversations and nurturing 'mission-oriented' collaborations between diverse stakeholder groups, by identifying shared values and motivations to build on.
Defining priorities and securing consensus between stakeholder groups.

'Bridge to Belonging'
A place-based evaluation tool to establish research priorities and consensus among urban development stakeholders at a neighbourhood level - in particular, within areas of extreme urban inequality and deprivation.
Finding a starting point for calm discussion on a contentious topic.

Communicating Degrowth
A Master’s dissertation identifying positive starting points for calm discussion, using a topic known for causing tension and hostility; in this case, between academic advocates and UK finance/technology business leaders.
Engaging young people to inform more effective local government communication.

'The World We Will Create'
Visioning and futures thinking workshops and resources for young people (15-24) designed to elicit their inspiration for shaping a climate-positive future to inform more effective local government communication.
Supporting city-dwellers and local builders to put earth back into the built environment.

Make Space for Soil
A communication campaign concept to educate/encourage two interrelated audiences - city-dwellers and local developers - to integrate space for soil into urban homes, with core messages adapted to each.
Equipping councils and communities with thinking tools for place-based collaboration.

Design Council: 'Design, differently'
Coach and co-facilitator for a six-month Design Council programme inviting six communities and councils to use design thinking to solve local challenges arising from the wider effects of climate change.
Developing an inter-departmental council team around a shared goal.

Climate-Positive Communities
Silo-softening development of an interdepartmental council team, finding common ground to share resources and collaborate effectively towards a shared mission of community development.
Innovation & Concept Development
Ideating, researching, and educating/equipping educators and professionals with capabilities to develop mission-driven projects and enterprise.
Closing knowledge gaps for curriculum development in Further & Higher Education.

'The Basics of Sustainable Futures'
Design and ongoing facilitation of a four-part CPD programme for design, business, finance and technology academics, to provide sustainable futures context beyond their subject specialisms, and help inform their content and curriculum development.
CPD workshops introducing design for nature, health and community in cities.

'Design for Thriving Cities'
A future-shaping series of CPD workshops for architects and urban designers, conveying needs and knowledge in a sustainable futures context on the themes of Circular Economy, Social Value, Inclusive Design and Reinstating Nature.
Curriculum research and recommendations for the future of interior design.

The Future of Interior Design
Research and recommendations report with stakeholder presentation on interior design education in the context of a regenerative, distributive and circular economy, for an award-winning private interior design school in London, UK.
Enterprise design for the future of fashion business.

'Accelerating Sustainability in Fashion, Clothing and Textiles'
Lead author of Chapter 17: Crafting connections with clothing: values, influence and relationships. Book launch chapter presentation and facilitation of a roundtable discussion on a sustainable future for the fashion industry. Published by Routledge.
Social psychology research on changing the social norms of fast fashion consumption.

'All Sewn Up: Dismantling Fast Fashion Consumption as a Social Practice through Creative Empowerment and Consumer Collaboration'
Academic research paper and presentation on enabling sustainable social behaviours through beyond-GDP fashion design and business model innovation. Published by UCA Centre for Sustainable Design.
CPD workshops revealing the creativity required to shape sustainable futures.

‘The Sustainability Spectrum’
A CPD learning series for creative and professional services demonstrating the full scope of sustainable futures beyond 'green', and their unique potential to support an integrated approach to environmental, social and economic innovation.
Design for Education & Inspiration
Creating environments that spark thought, conversation and interaction around sustainable real-world practices like cooking, growing, making and re-using.
Designing space for 'home-growing' food into the future of furniture and interior design.

Farm Kitchen for 100% Design, London, 2013.
A 272sqm immersive design concept, installation and pop-up restaurant integrating micro-agriculture - the practice of growing food on a small scale using a variety of light sources, irrigation methods and growing mediums - into interior design.
Exploring the concept of local design and production of the things we need.

Maker Carousel for 100% Design, London, 2014
An 81sqm makerspace concept and installation designed to reveal the process and practices of the future designer-maker - from paper prototyping, model-making and block-printing to 3D printing, smart tech and connectivity.
Demonstrating the immutable connection between Earth and our everyday resources.

Mattergarden for 100% Design, London, 2015
Creative concept for a 160sqm design installation devised as an interactive platform for the exploration of natural and regenerative materials, treatments and applications used in design, architecture and construction.
Rethinking industrial-standard equipment to make cookery and food education more appealing.

Pop Up Cookspace: Equipped to Inspire
Concept, concept development, commercialisation and volume production of design-led mobile cookery demonstration kits for food education, with clients ranging from councils and cookery schools to FMCG leaders and FTSE100s. Local production, designed for flexibility, durability, disassembly and repair.
Rethinking kitchen design to showcase more personal stories and inspirations, while facilitating local, skilled work and re-use of resources.

Chop & Change Series
Concept, concept development, prototyping, commercialisation and bespoke production of customisable, mixed-material kitchen workbench series, emphasising personal design narratives and enabling local creativity, skills and production and resource efficiency alongside local, regenerative and upcycled materials.
Supporting Place-Based Economic Development
Building connections between sustainable behaviours and business practices in support of an economic design based on social and environmental wellbeing.
Research workshops and analysis supporting regional Doughnut Economics strategy in Staffordshire & Stoke-on-Trent, UK.

'Celebration of the Possible', Staffordshire & Stoke-on-Trent, UK
Workshop facilitation supporting Globe Group CIC and Keele University, along with independent analysis, synthesis and interpretation of their initial regional research presented to multi-stakeholders and decision-makers at their launch event.
Research analysis and recommendations supporting regional Doughnut Economics strategy in Bath & North East Somerset, UK.

Economic Development Strategy, Bath & North East Somerset Council, UK
Independent analysis, synthesis and interpretation of participatory research findings for public review, following the Doughnut Economics strategy launch in B&NES, UK, facilitated by economist Kate Raworth and the DEAL team.
Participatory research and learning sessions supporting place-based collaboration in the World Heritage City of Bath, UK.

Collaborative Bath
A place-based participatory research project including monthly innovation sessions for the professional and local community to talk, learn and apply key principles of Doughnut Economic thinking in the World Heritage City of Bath, UK.
Talks & Lectures
2024 The RSA (Royal Society of Arts, Manufactures and Commerce) 'A Different Way'
An online talk for the RSA highlighting the role of creatives to shift sustainability-thinking ‘beyond net-zero’ and create the conditions for everyone to thrive within the means of the living world.2023 Bath Royal Literary and Scientific Institution ‘Doughnut Economics: Can Bath Thrive Like Amsterdam?’
An in-person lecture at BRLSI exploring the potential of the UK city of Bath to thrive like Amsterdam - the first European city to adopt Doughnut Economics as its economic development strategy.2023 Design Council: 'Design, differently with Communities'
Scriptwriting, delivery and recording of a futures narrative imagining life in circular communities in the year 2033 - on themes of energy, mobility, land use, food, education and circular skills - including co-facilitation of the related Design for Planet workshop.2022 'Designed for Life' Design & Technology Association (DATA) Podcast
Invited to take part in an ongoing series of conversations considering the future of design and technology education within industry, aiming to inspire "tomorrow's solutions today".
Powering Change: Women in Innovation and Creativity
ACID Female Design Champion Award, Runner Up, World Intellectual Property Day 2018. “For the imaginative boundary breaking work she is doing between different individuals” - Design Council
2018 'Talking Trends: Waste Not Want Not' at the International Food & Drink Event (IFE) London
Panel discussion on food waste, exploring various topics including how food and design meet in the circular economy through enterprise and materials innovation spanning clothing, packaging and construction.
Contact.

If you'd like to talk about your projects, opportunities, ideas or particular needs, please don't hesitate to get in touch and suggest a good time to talk.
Email me or complete the form to arrange a complimentary 20 minute introductory call. A link will be provided on confirmation of a date/time that works for both.
Approach
Outcomes
This process often reveals unforeseen opportunities and obstacles to address that are the result of three gaps: knowledge gaps, research gaps and communication gaps; all of which are critical ro responsible innovation.Knowledge gaps in concept development can lead to false starts, transferring the problem, and unintended consequences.Research gaps in concept development can lead to siloed thinking, bias and assumptions, and focusing on the wrong problem.Communication gaps in concept development can lead to misunderstandings, lack of engagement, hostility from stakeholder groups.
Innovation Consultancy.
One-to-one consultancy for project leaders addressing emerging insights, and navigating environmental, social and economic themes as they arise.
"Invaluable.”
Activity | Description |
---|---|
Consultancy calls and bespoke learning sessions | Soundboarding, signposting, strengthening ideas, and addressing unexpected questions and challenges along the way. |
Research Support.
Qualitative research aiming to find solutions for existing problems, strengthening connections between academia and everyday life; policy-makers, people and place; diverse stakeholder groups; and revealing compelling research opportunities.
"Vastly improved our thinking and confidence.”
Activity | Description |
---|---|
Design Thinking | Working together through the 'Discover and Define' stage of the design thinking process - in other words, the planning stage of a project. |
Design research strategy | Building on the 'Discover and Define' stage of the project: participatory/place-based research strategy development, and implementation support. |
Academic research | Where appropriate to the project: Qualitative academic research i.e. Grounded Theory/thematic/language analysis to highlight broader research opportunities. |
Learning Sessions & Resources.
Accessible CPD (continuing professional development) that puts project leaders and teams on the same page on topics, and develops their skills to navigate and build connections to wider environmental, social and economic sustainability goals.
"I wish we'd done it sooner.”
Activity | Description |
---|---|
Team Workshops and Learning Sessions | Learning design, resources and facilitation for teams, closing knowledge and skills gaps as they emerge. |
Self-Learning Resources | Topic guides, workbooks and thought experiment activities combining personal and professional development. |
Innovation & Enterprise
2024 DEAL Tool: '3 Horizons for Systemic Change'
Contributing to the Doughnut Economics 'Doughnut Design for Business' adaptation of the Three Horizons framework by Bill Sharpe, inspiring regenerative and distributive business model innovation.2024 The RSA (Royal Society of Arts, Manufactures and Commerce) 'A Different Way'
An online talk for the RSA highlighting the role of creatives to shift sustainability-thinking ‘beyond net-zero’ and create the conditions for everyone to thrive within the means of the living world.2023 'Accelerating Sustainability in Fashion, Clothing and Textiles' (Routledge)
Lead author of Chapter 17: Crafting connections with clothing: values, influence and relationships. Book launch chapter presentation and facilitation of a roundtable discussion on a sustainable future for the fashion industry.2021 'Communicating Degrowth: Analysing language to find favourable starting points for degrowth discourse with UK business leaders'
A Master’s dissertation exploring effective communication of degrowth business model innovation to UK business leaders, combining economics, behaviour and communication theory.2021 UCA (University for the Creative Arts) Sustainable Innovation Conference 'All Sewn Up: Dismantling Fast Fashion Consumption as a Social Practice through Creative Empowerment and Consumer Collaboration'
Academic research paper and presentation on enabling sustainable social behaviours through post-growth fashion design and business model innovation. Published by UCA Centre for Sustainable Design.2018 'Talking Trends: Waste Not Want Not' at the International Food & Drink Event (IFE) London
Panel discussion on food waste, exploring various topics including how food and design meet in the circular economy through enterprise and materials innovation spanning clothing, packaging and construction.20013-2016 Pop Up Cookspace: Equipped to Inspire
Concept, concept development, commercialisation and volume production of design-led mobile cookery demonstration kits for food education, with clients ranging from councils and cookery schools to FMCG leaders and FTSE100s. Local production, designed for flexibility, durability, disassembly and repair.2009-2015 Chop & Change Series
Concept, concept development, prototyping, commercialisation and bespoke production of customisable, mixed-material kitchen workbench series, emphasising personal design narratives and enabling local creativity, skills and production and resource efficiency alongside local, regenerative and upcycled materials.
'Future of Design' Feature Installations
2015 Mattergarden for 100% Design, London
Creative concept for a 160sqm design installation devised as an interactive platform for the exploration of natural and regenerative materials, treatments and applications used in design, architecture and construction.2014 Maker Carousel for 100% Design, London
A playful 81sqm makerspace concept and installation designed to reveal the magical world of the designer-maker - from paper prototyping, model-making and block-printing to 3D printing, smart tech and connectivity - a colourful journey steeped in experimentation and spontaneity.2013 Farm Kitchen for 100% Design, London
A 272sqm immersive design concept, installation and pop-up restaurant integrating micro-agriculture - the practice of growing food on a small scale using a variety of light sources, irrigation methods and growing mediums - into interior design.
Powering Change: Women in Innovation and Creativity
ACID Female Design Champion Award, Runner Up, World Intellectual Property Day 2018. “For the imaginative boundary breaking work she is doing between different individuals” - Design Council
Further/Higher & CPD Education
2023 'The World We Will Create'
Visioning and futures thinking workshops and resources for young people (15-24) designed to elicit their inspirations for shaping a climate-positive future in order to inform more effective local government communication.2023 'Design for Thriving Cities'
A future-shaping series of workshops for ethical property developers and urban design professionals, conveying needs and knowledge in context, including Circular Economy, Social Value, Inclusive Design and Reinstating Nature.2022 'The Basics of Sustainable Futures'
Design and ongoing facilitation of a four-part education programme for design, business, finance and technology academics, to provide sustainable development context beyond their subject specialisms, and help inform their content, curriculums, and responses to student enquiries.2022 'Designed for Life' Design & Technology Association (DATA) Podcast
Invited to take part in an ongoing series of conversations considering the future of design and technology education within industry, aiming to inspire "tomorrow's solutions today".2022 'The Future of Interior Design Practice'
Research and recommendations report with stakeholder presentation on interior design education in the context of a regenerative, distributive and circular economy, for an award-winning private interior design school in London, UK.2022 ‘The Sustainability Spectrum’
A learning series for creative and professional services demonstrating the full scope of sustainable futures beyond 'green', and their unique potential to support an integrated approach to environmental, social and economic innovation.
Urban Design & Place-based Collaboration
2024 'Celebration of the Possible', Staffordshire & Stoke-on-Trent, UK
Workshop facilitation supporting Globe Group CIC and Keele University, along with independent analysis, synthesis and interpretation of their initial regional research presented to multi-stakeholders and decision-makers at their launch event.2023 Economic Development Strategy, Bath & North East Somerset Council, UK
Independent analysis, synthesis and interpretation of participatory research findings for public review, following the Doughnut Economics strategy launch in B&NES, UK, facilitated by economist Kate Raworth and the DEAL team.2023 Bath Royal Literary and Scientific Institution ‘Doughnut Economics: Can Bath Thrive Like Amsterdam?’
An in-person lecture at BRLSI exploring the potential of the UK city of Bath to thrive like Amsterdam - the first European city to adopt The Doughnut as its economic development strategy.2023 Design Council: 'Design, differently with Communities'
Scriptwriting, delivery and recording of a futures narrative imagining life in circular communities in the year 2033 - on themes of energy, mobility, land use, food, education and circular skills - including co-facilitation of the related workshop at Design for Planet alongside members of the Design Council team.2023 Design Council: 'Design, differently'
Coach and co-facilitator for a six-month Design Council programme that invited six communities and councils to combine design thinking with systems thinking to solve local challenges arising from the wider effects of climate change.2023 Bath City Doughnut Learning Group
Organising and hosting monthly sessions for the professional and local community to read, learn and apply Doughnut Economics principles in the World Heritage City of Bath, UK.2021 'Bridge to Belonging'
A place-based evaluation tool to establish priorities and consensus among designers and decision-makers at a neighbourhood level - in particular, within areas of urban inequality/deprivation.2021 'Make Space for Soil'
A cohesive communication campaign concept to educate and encourage two interconnected audiences - city-dwellers and private developers - to incorporate space for soil into urban homes and housing developments, with core messages adapted to each.
Methods
I draw on a number of tested tools and frameworks to nurture a project according to its particular needs, such as: Sustainable Development Principles, Design Thinking, Systems Thinking, Futures Thinking, Collaborative Thinking and Values-Based Communication.
Based on twenty year of insights into the rise of health-harming products and services, my current focus is creating the environmental, social and economic conditions that counteract the harm and restore health and wellbeing.
Certain products and services are designed to fuel addiction and overconsumption norms - eroding public health, social cohesion, nature, our environment, and the personal autonomy to enact more beneficial ways of living and working. I support the ones that don't.
Closing the gaps.
Knowledge. Research. Communication.
Knowledge Gaps.
Beyond your specialism, what do you need to know?
I design and facilitate tailored CPD (continuing professional development) workshops and resources on the topics you need to understand, aligning your specialism with related agendas and wider environmental, social and economic sustainability goals.
"I wish we'd done it sooner.”
Ask me about:
Innovation Consultancy.
Soundboarding, ideation and concept development sessions.
Learning Sessions & Resources.
Building shared knowledge and competencies among leaders and teams.
Applied Research Strategy & Support.
Building insights and relationships with stakeholders to co-create solutions.
Communication Strategy & Support.
Connecting efforts by adapting information for differing stakeholder priorities, interests and learning needs.

Research Gaps.
Do you know your blind spots?
I support you to identify your 'knowns and unknowns'. We'll develop cross-sector and participatory research plans to reveal the insights that bridge the gaps between: academia and everyday life; policy-makers, people and place; and diverse stakeholder groups.
"Vastly improved our thinking and confidence.”
Ask me about:
Research Communication.
Internal and external communication of project insights, research and developments, adapting language, themes, methods and examples to diverse stakeholder values, interests and levels of engagement.
"Exceeded my expectations.”
Activity | Description |
---|---|
Research Communication | Interpretation of academic research and technical reports into concise reports, articles and explainers for dissemination to practitioners. |
Editorial-Style Articles and Blog Posts | Journalistic writing connecting specialist topics to current affairs and popular culture for mainstream understanding. |
Communication Gaps.
Are your stakeholders on board?
Your stakeholders refer to anyone your project depends on for success. I work with you to explore the diverse values, meanings and motivations that your stakeholders at all levels associate with the issue you're aiming to address, and develop considered internal/external communication that 'meets them where they are'.
"Exceeded my expectations.”