At Modulex, environmental responsibility is not treated as an added feature; it is embedded in the design philosophy itself. For Petra Braadli, Project Designer and Head of Design in the Sweden office, it is neither a trend nor a checklist item. Instead, it is a mindset that influences every decision, from the earliest concept sketches through to installation and long-term use in real environments.

“Sustainability as a core design principle means that environmental responsibility is not something we add at the end; it is woven into every decision from concept to installation.”

This perspective reframes thinking green from being a late-stage adjustment into a foundational strategy. Petra explains that when eco-friendliness is introduced too late in a project, it often becomes a compromise rather than a meaningful outcome. True green design must begin with structure, logic, and longevity at its core.

Designing for Longevity, Not Just Materials

Over time, Petra’s perspective on responsible design has expanded beyond material selection alone. While recycled materials and environmentally friendly finishes remain important, her focus has shifted toward considering the entire lifecycle of a design.

“My perspective has shifted from focusing mainly on material choices to adopting a holistic lifecycle approach.” This means designing systems that are built to last. Modular signage that can evolve with changing brands and buildings, flexible wayfinding systems that adapt to new uses, and constructions that allow for disassembly, reuse, and recycling all play a role in extending the lifespan of a design.

“Previously, sustainability might have meant choosing recycled materials. Today, I design for longevity and flexibility, for smart construction that reduces material use, and I plan for disassembly and recycling.” Within wayfinding systems, this approach reduces the need for full replacements during rebrands or renovations, helping to save both resources and emissions over time.

Eco-Consciousness in Everyday Design Decisions

For Petra, eco-friendliness is not something that exists only in strategy documents or high-level project discussions. It is reflected in the everyday design decisions that shape a project from start to finish.

From material selection to production and installation, responsible practice becomes a continuous process of evaluating impact and making responsible choices. “We prioritise recycled or environmentally responsible materials that are durable and suited for their purpose, and we avoid combinations that are difficult to recycle.”

Equally important is the supply chain behind the final product. Working with local producers can significantly reduce transport emissions, while long-term relationships with green-focused suppliers help ensure that environmental values are aligned across the entire project ecosystem.

Installation methods are also carefully considered. Modular systems, minimal façade impact, and architectural integration all contribute to a lower-impact approach. As Petra explains, “If removal is needed, it should be simple and allow for easy reuse.”

Making Environmental Responsibility Inseparable From Design Strategy

At Modulex, being environmentally conscious is embedded within the structure of a project rather than layered on top of it later.

“We integrate sustainability into the project brief and project goals from the beginning.” By doing so, eco-friendliness becomes part of the design logic rather than an optional consideration. Designers automatically ask questions such as whether material use can be reduced, whether components can be reused, and whether lower-impact alternatives exist.

When these considerations are introduced early, it becomes inseparable from creativity, functionality, and visual expression.

The Role of Innovation and Technology

Innovation also plays a powerful role in enabling more responsible outcomes. Emerging materials such as recycled composites, bio-based plastics, and low-VOC surface treatments are expanding design possibilities, while digital tools can help streamline wayfinding systems and track climate impact more effectively.

However, Petra emphasises that being green is not about defaulting to technology but about making informed decisions that suit each situation. “Digital signage that can be easily updated reduces the need for physical signs. But you should keep in mind that sometimes it is far more environmentally friendly to produce a few physical biobased signs than a digital screen.”

This balanced perspective highlights the importance of evaluating the full environmental impact of each solution rather than assuming one approach is always better than another.

Collaboration as the Foundation of Sustainable Outcomes

Achieving meaningful environmental outcomes requires collaboration across the entire project team. Designers, clients, producers, and installers all play a role in ensuring environmental goals are understood and implemented effectively. “It comes down to transparency and shared understanding from the start.”

Environmental responsibility is therefore framed not only as an obligation but also as a long-term value proposition. While green materials or systems may sometimes involve a higher upfront investment, they often deliver lower lifecycle costs through increased durability and longer system relevance.

“A more eco-friendly material may have a higher initial cost but a lower lifecycle cost.” When clients and project partners share this perspective, thinking green becomes a strategic advantage rather than a limitation.

Industry Challenges and How to Move Forward

Despite growing awareness, challenges still exist within the industry. Green design is often perceived as more expensive, and the lack of standardised environmental data from suppliers can make decision-making more complex. At the same time, tight project timelines sometimes prioritise speed over long-term thinking.

“We address this by building strong supplier relationships, educating clients on lifecycle perspectives, and advocating for clearer eco-friendly requirements in procurement.” By fostering stronger partnerships and encouraging more transparent sustainability standards, the industry can move closer to making responsible design the norm rather than the exception.

A Shift in Expectations Across Sectors

Responsible design is increasingly becoming a baseline expectation rather than a differentiator. Across sectors such as healthcare, education, and workplace environments, clients are placing greater emphasis on measurable environmental impact.

As Petra notes, thinking green and being environmentally conscious is no longer simply influencing decisions; in many cases, it is driving them. Ultimately, sustainability as a core design principle is not about isolated choices. It is about systems, strategies, and structures that allow spaces to grow responsibly over time. Petra Braadli’s philosophy reflects this shift clearly: sustainability is not something added to design, but something built into its very foundation.