Narrative Strategist & Designer

I work at the intersection of people and place, exploring values, behaviours, what matters to us and how we express it - and the role design plays in supporting these dynamics.

Across projects in global health, civic innovation, and the design of spaces where people live, work and connect, I look beyond the obvious to uncover hidden perspectives, connect ideas across disciplines, and help people approach complex challenges with ‘unlike minds’.

Applying this in the Design Sector

CPD Design • Curriculum Insights • Programme Support

In 2021, I complemented 15+ years in innovation and design with an MSc in Sustainable Development in Practice, bringing evidence to the intuition and values that had long guided my work. I show designers how crafting sustainable futures can be framed as the creative brief of our lifetime - and how the design of physical spaces can play a unique and pivotal role.

Applying this Across Sectors

Strategic Research • Participatory Research • Capacity-Building

Through my design practice, I’ve learned that progress on sustainable futures depends on relationships and collaboration across sectors. It requires the agility to step beyond our own perspective - whether public, private, or civic - and navigate the different needs, interests and energies of others. I develop and share tools to help build this agility and move projects forward.

"I would describe Carra as rigorously creative, in that she combines systems thinking and critical thinking with the spontaneity needed for new ideas. Not many people can do this. She questions everything and because she's also a terrific person, connects with people on many levels. It's an impressive combination of skills for change-making. Working with Carra definitely made me a better designer."Darren Evans, Design Council Expert & Founder, The Engine Room

Contact

I typically work with design teams, public and civic organisations, and cross-sector collaborations navigating complex challenges and interactions.

If you’re sensing that a conversation could benefit from fresh angles and perspectives, email me or connect on LinkedIn to arrange an exploratory call.

© Carra Santos. All rights reserved.

Applying this in the Design Sector

When I returned to university to study sustainable development, I realised that many of us in the design industry had never been taught the fundamentals - the core problems, principles and possibilities. Instead, we were working from an overly simplified version that sidelines what designers do best: inspiration, imagination, creativity, and problem-solving.

Today, I design and support programmes and learning experiences that help creatives and designers ‘unlearn’ this narrow framing. By turning understanding of sustainability into tangible, imaginative projects, I help designers make socially and environmentally informed decisions - placing design at the centre of meaningful change.

Ask me about:

'The Sustainability Spectrum'

CPD Design

A CPD learning series for creative and professional service micro/SMEs, demonstrating the full scope of sustainable futures beyond 'green', and their unique potential to support an integrated approach to environmental, social and economic innovation.

The Future of Interior Design Education

Curriculum Insights

My commissioned research into how UK interior design education can support regenerative, distributive and circular economies - and safeguard the future of the sector - analysing needs, gaps and opportunities to produce a set of curriculum recommendations.

Design Council 'Design, differently'

Programme Support

A six-month capacity-building programme of workshops, site visits and one-to-one coaching for six UK teams - community groups, social enterprises and local councils - that combined design+systems thinking to strengthen place-based climate innovation and enterprise.

'Design for Thriving Cities'

CPD Design

A future-shaping series of CPD workshops for responsible property developers and urban design professionals, conveying needs, knowledge and innovation in context, including Circular Economy, Social Value, Inclusive Design and Reinstating Nature.

'The Basics of Sustainable Futures'

CPD Design

A four-part CPD programme for design, business, finance and technology educators, introducing an initial sustainable development layer to their subject specialisms, and helping inform their content and curriculums in response to increasing student enquiries.

100% Design (now Design London)

Experiential Learning

Concept generation, design and production of a series of industry-acclaimed exhibition features on the sustainable future of food, design and materials - voted ‘most popular’ by 25,000 global professionals, and supporting international industry-wide change.

"The whole sustainability subject is overwhelming and terrifying, and as we are all agreed, we need to act. It’s fantastic to be shown that we can start a conversation and provide leadership/guidance through our courses, even if we are not experts."Course Leader, Associate Lecturer & practicing interior designer, London, UK

“Working with Carra is a fantastic opportunity that all businesses should be lucky to have. You need to know more than you think you know, and I would highly recommend that Carra be the person to bring the passion and creative solution to your business.”Studio Manager, international graphic design practice, London, UK

“I wish we'd done it sooner. It blew away some myths and helped me realise there is so much more to sustainability than use or non-use of materials.”Simon Clark, Managing Director & Co-Founder, Lumsden Design, London, UK

© Carra Santos. All rights reserved.

Applying this Across Sectors

Taking sustainable development into architecture, design, and other professional practices, I realised that understanding the brief was only the first step. The bigger challenge is navigating ideas across sectors, backgrounds, and levels of decision-making - the shift from like minds to unlike minds, where real-world change actually happens.

I research gaps in communication and understanding across sectors - from design to economics to public health - and between levels of action, from global institutions to local government and grassroots. I then translate these insights into strategies, narratives and tools that strengthen ideas and turn them into actionable steps.

Ask me about:

Fresh narratives for global tobacco cessation communication

Strategic Research

World Health Organization • GenevaIdentifying values-led narratives beyond health and 'loss' framing, Created tangible opportunities for country-level practitioners to research local, culturally resonant entry points for anti-tobacco communication, and action WHO FCTC policy innovation guidance.

Weaving youth values and vision into council climate communication

Capacity-Building

Design Council • UKClosing a critical communication gap between local youth and Essex County Council, by applying futures thinking to co-imagine a climate-positive Essex. Participatory workshops revealed ten values-led narratives for the youth climate ambassador programme.

Connecting cross-city stakeholders for a regenerative local economy

Participatory Research

B&NES & University of Bath • UKDesigning and leading an experimental engagement in Bath, UK to test how Doughnut Economics tools could be introduced to multi-stakeholder groups. Collected actionable insights into what conditions can make constructive engagement more achievable.

Finding common ground in post-growth economics perspectives

Strategic Research

Independent research at UWEAnalysing language used by academic post-growth - specifically, degrowth - economy advocates, and by finance/technology leaders. Developed strategy and a research method to identify shared entry points for constructive dialogue on highly contentious topics.

Aligning Net Zero agendas with reducing urban inequality

Capacity-Building

Design Council • UKSupporting London Borough of Hounslow council leaders to connect across departments and align Net Zero goals with local needs. Reframed climate strategy around equity, care and social-environmental co-benefits based on proven local needs/perspectives.

Strengthening public-private-civil society collaboration on health innovation

Capacity-Building

World Health Organization • GenevaDemonstrating behavioural foresight and design research to enhance collaboration within the WHO Tobacco Cessation Consortium. Curated tools for leaders to align stakeholder knowledge, perspectives and resources around the goal of reaching 5m people.

"Carra brought insight, thoughtfulness, and a deep sense of curiosity to the work we did together at the WHO on tobacco control. She approaches complex challenges with care and intellectual rigor, always seeking to understand the deeper dynamics at play. At the same time, she brings real joy and warmth to a team - Carra made a lasting impact on the work and on me personally."Dr Hebe Gouda, Project Officer, World Health Organization

© Carra Santos. All rights reserved.

Talks, Installations & Publications

Across my talks, installations, and publications, I explore the connections between people, place, and behaviour, and how design and fresh narratives can translate research into real-world action. Whether in the design sector or across public health, civic innovation or education, I focus on uncovering fresh perspectives, testing ideas in context, and providing accessible tools to move concepts from research and discussion into real-world outcomes.

Design Sector

Talks & Publications

2024

'A Different Way' The RSA (Royal Society of Arts, Manufactures and Commerce)

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.

2022

'Designed for Life' Design & Technology Association (DATA)

Interviewed for an ongoing podcast series considering the future of design and technology education within industry, aiming to inspire "tomorrow's solutions today".

2021

'All Sewn Up: Dismantling Fast Fashion Consumption as a Social Practice through Creative Empowerment and Consumer Collaboration' UCA Centre for Sustainable Design

Academic research paper and Sustainable Innovation Conference presentation on enabling sustainable social behaviours through post-growth fashion design and business model innovation.

Installations

2015

Mattergarden 100% Design London

A compelling 160sqm eco-design feature concept exploring the connections between food and regenerative materials for design in the built environment. Sponsored by Formica Group®.

2014

Maker Carousel 100% Design London

An immersive 81sqm design installation to make, craft and create - from age-old artisan skills to 3D printing and smart technology. 100% Design's 'Most Popular Feature'.

2013

Farm Kitchen 100% Design London

An educational 272sqm design installation and pop-up restaurant exploring the future of kitchen design and growing our own food indoors. ICON Magazine's 'Top 3 Highlights of 100% Design'.

'Carra's involvement with 100% Design has been a huge boost to the quality of design thinking at the show. Her approach to every project is in-depth, practical and passionate; working with her is always a very pleasurable experience and her ability to make things happen both creatively and practically is invaluable.'William Knight, former Director, 100% Design London - now Design London & Clerkenwell Design Week

Cross-Sector

'Powering Change: Women in Innovation and Creativity'
2018 ACID Female Design Champion Award, Runner Up

“For the imaginative boundary breaking work she is doing between different individuals.”
- the late Sarah Weir OBE, former CEO, Design Council

2025

10th WHO Report on the Global Tobacco Epidemic World Health Organization

Contributing findings of new narrative angles and subsequent research recommendations for existing global data, supporting innovative policy innovation and implementation.

2024

'3 Horizons for Systemic Change' Doughnut Economics Action Lab

Contributing to the Doughnut Economics 'Doughnut Design for Business' adaptation of the Three Horizons framework by Bill Sharpe, inspiring futures thinking around enterprise innovation.

2023

‘Doughnut Economics: Can Bath Thrive Like Amsterdam?’ Bath Royal Literary and Scientific Institution

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, differently with Communities' Design Council

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.

2018

'Talking Trends: Waste Not Want Not' 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.

"Carra is a driven, intelligent and curious colleague. When working with us at the Design Council, she helped to deliver a complex project with a range of stakeholders. She pushed participants to think deeper about the work they were aiming to deliver, and ultimately created a more meaningful process. This, in turn, led to longer-lasting outcomes."Emily Whyman, Senior Programme Manager, Design Council

© Carra Santos. All rights reserved.