Being featured on BBC Radio Essex felt like one of those moments where you stop and think, why hasn’t this always been the way? Not because it was flashy, but because it signalled that circular thinking in the creative industries is starting to be recognised as practical, sensible and long overdue.
USED Creative is a circular marketplace, but even that doesn’t quite capture it. It’s really an upcycling system for retail, experiential, campaigns, shoots, exhibitions and theatre. A way of reusing beautiful, unique creative work that makes environmental sense and business sense, without asking people to overhaul how they work.
The idea came from doing the work ourselves. We listened to producers, agencies and brands who were frustrated by how much time, money and craftsmanship was being thrown away at the end of projects. So many things that have hours of R&D poured into them, models, refined versions of the makes, or custom builds for specific needs... Perfectly good assets, often used once, then sent to landfill. It felt obvious there had to be a better way.
The idea for UC grew out of that frustration. The platform is designed to make upcycling easier, not harder. To remove unnecessary complexity, help streamline production, help recoup costs and make sustainability something you can actually act on. It connects people who need creative assets with people who already have them, keeping materials in circulation rather than wasted.
Sustainability isn’t a feature for us, it’s the point. Upcycling is a mindset. There’s a whole ecosystem of materials out there with plenty of life left in them. Salvaged wood, old signage, set builds, furniture that’s been forgotten about but still has real value. We see potential where others see waste. Reusing what already exists reduces landfill, keeps craftsmanship alive and proves that good design doesn’t have to cost the Earth.
There’s also a clear business benefit. Circular production saves money, helps to shorten lead times ,and creates new income from assets that would otherwise be written off. It gives brands a credible way to act on sustainability, rather than just talking about it.
Forbes recognised this shift in January 2025, featuring USED Creative in The Circular Economy’s Second Act: Trash, Talent and Treasure. The article highlighted how we’re helping creative assets live a second life, from retail installations to theatrical sets, keeping skilled work out of landfill and back in use. As we said at the time, USED Creative isn’t just a platform, it’s a push to make repurposing the default.
This is about keeping creative work moving, not wasting it. Selling, sharing and reusing what already exists. Calmly, practically, and with the belief that this is simply how the industry should work.
~ Jo & Tin
