CATFISH CREATIVE

CASE STUDYCASE STUDYCASE STUDYCASE STUDY

The aim of Catfish is to provide The aim of Catfish is to provide The aim of Catfish is to provide The aim of Catfish is to provide

creative solutions to organisations and creative solutions to organisations and creative solutions to organisations and creative solutions to organisations and

notnotnotnot----forforforfor----profits involved in conservation profits involved in conservation profits involved in conservation profits involved in conservation

work, improving habitats, innovation work, improving habitats, innovation work, improving habitats, innovation work, improving habitats, innovation

and positive change for the oceans and and positive change for the oceans and and positive change for the oceans and and positive change for the oceans and

the planet.the planet.the planet.the planet.

Catfish is a home-based business ran by

Cath Leach in Kirribilli, overlooking the

Harbour Bridge. As the messages and

experiences we create pass through the

hands, minds, and hearts of people, we

have an opportunity to weave positive

change into the broader fabric of culture

and to shift consumption and lifestyle

aspirations to a more mindful and

abundant basis for living. Cath is

committed to delivering compelling and

innovative design solutions to and engage

people to act on the issues they care

about and, as a result, drive positive

change. Being a multi-disciplinary studio

means that most briefs are achievable

whether it be designing a new brand,

brochure, app, website or developing a

comms strategy.

BUSINESS OVERVIEW SUSTAINABILITY DRIVERS Originally the key motivation for me to

switch to working for conservation and

community clients was 2009 TED Wish by

(Her Deepness) Sylvia Earle to increase

ocean protection and awareness through

collaboration throughout the world. She

started Mission Blue, I started Catfish

Creative as an agency for change. The

more I worked on causes and campaigns

to save the seas, save species, and save

energy, the more integral these practises embedded themselves in my everyday life, you

start to walk the talk, and each new step you are learning more.

ACHIEVEMENTS

Waste Saver:

• Recycle everything she can and reduce consumption at the Recycle everything she can and reduce consumption at the Recycle everything she can and reduce consumption at the Recycle everything she can and reduce consumption at the source before recycling source before recycling source before recycling source before recycling

• Paperless office, all digital, take photos of documents and use soft copies

• Compost food waste in Bokashi bucket - very low food waste

• Single-use plastic free as much as possible by using reusable items and reducing consumption

Community Support:

• Very passionate about sustainability, conservation & community Very passionate about sustainability, conservation & community Very passionate about sustainability, conservation & community Very passionate about sustainability, conservation & community issues. Will only select projects with a positive impactissues. Will only select projects with a positive impactissues. Will only select projects with a positive impactissues. Will only select projects with a positive impact

• 1 hour of every 10 hours worked is pro bono or low-bono community work

Some examples of sustainability, educational work include:

• Graphic designer for Responsible runners and Responsible Cafes

• Designing and campaigning with the Australian Marine Conservation Society to campaign for the safety and protection of our incredible and fragile Great Barrier Reef from onslaughts of heavy industry

• Developing Australia’s Sustainable Seafood Guide, first online sustainability guide for seafood consumers in Australia. It was developed in response to growing public concern about overfishing and its impact on our oceans and their wildlife

• The Good Fish Project - chef’s guide to sustainable seafood, helping find out about what ‘sustainable seafood’ means, and what serving it can mean to business

• Conservation Council of South Australia’s blueprint for the future

• Sea Life Conservation Fund, non-profit conservation arm of Sea Life Sydney; Aquarium’s adopt an animal brochures and packs

• Design work for upcoming Fin-Free Cities campaign fight against Shark Finning in Australian waters

• Co-manages Circular Economy Australia with an aim to help facilitate a positive transitional shift away from living in lines, seeking triple wins and abundance for business, people and the planet through circular living, intelligent design and disruptive innovation.

• The Little Penguins of Manly book published by the Foundation for National Parks and Wildlife

• The Whale Sharks of Ningaloo Reef book

• Take 3 plastic pollution education display that enables people to learn about plastic PROGRAM PARTNERS:

“Whether we admit it to ourselves or “Whether we admit it to ourselves or “Whether we admit it to ourselves or “Whether we admit it to ourselves or not, a massive shift is needed in our not, a massive shift is needed in our not, a massive shift is needed in our not, a massive shift is needed in our current model of consumption. The current model of consumption. The current model of consumption. The current model of consumption. The “take, make, use, dispose”“take, make, use, dispose”“take, make, use, dispose”“take, make, use, dispose” lifestylelifestylelifestylelifestyle is is is is no longer tenable, all the evidence is no longer tenable, all the evidence is no longer tenable, all the evidence is no longer tenable, all the evidence is out there that this linear model should out there that this linear model should out there that this linear model should out there that this linear model should be obselete to make way for more in-be obselete to make way for more in-be obselete to make way for more in-be obselete to make way for more in-telligent design and living in systems telligent design and living in systems telligent design and living in systems telligent design and living in systems so we can look after ourselves, others so we can look after ourselves, others so we can look after ourselves, others so we can look after ourselves, others and the planet (our only home) long and the planet (our only home) long and the planet (our only home) long and the planet (our only home) long term. Anything I can do to transition term. Anything I can do to transition term. Anything I can do to transition term. Anything I can do to transition out of that "way" and into a better one, out of that "way" and into a better one, out of that "way" and into a better one, out of that "way" and into a better one, I take on wholeheartedly. It just feels I take on wholeheartedly. It just feels I take on wholeheartedly. It just feels I take on wholeheartedly. It just feels good!”good!”good!”good!”

ACHIEVEMENTS (cont.)

Sustainable Purchasing:

• Rent computer and IPad to receive full service during Rent computer and IPad to receive full service during Rent computer and IPad to receive full service during Rent computer and IPad to receive full service during the life of items then sell them at the end the life of items then sell them at the end the life of items then sell them at the end the life of items then sell them at the end

• Don’t have a printer, if clients want a test print they can print themselves

• Owns and promotes reusable cups, bottles etc.

• Try to be leaner and purchase as little as possible

• Main business expenditure spent on training and experiences such as Purpose festival, TedX Sydney etc.

• Other purchasing is digital such as domain names, google storage

• Doesn’t shop at supermarkets – Deli, market and Ooby deliveries, locally sourced food and Scoop bulk food in Mosman

Water Saver:

• Renting so no bills; Very low water usage for the Renting so no bills; Very low water usage for the Renting so no bills; Very low water usage for the Renting so no bills; Very low water usage for the business, mainly for drinking and tea business, mainly for drinking and tea business, mainly for drinking and tea business, mainly for drinking and tea

• Drink tap water and avoid bottled water

Sustainable Transport:

• Doesn’t own a car, use Go Get, rental bikes or public Doesn’t own a car, use Go Get, rental bikes or public Doesn’t own a car, use Go Get, rental bikes or public Doesn’t own a car, use Go Get, rental bikes or public transport transport transport transport

• Located walking distance to Milsons Point train station

Energy Saver:

• Use natural light and limit the use of lighting Use natural light and limit the use of lighting Use natural light and limit the use of lighting Use natural light and limit the use of lighting

• Contract with Diamond Energy for sustainability reasons

• Low energy usage for the business (<$100 per quarter)

• Main energy needs are computer, modem and kettle

• Have Solar Hot Water for the building

• Computer goes automatically into sleep mode MORE INFORMATION

CATFISH CREATIVE

Cath Leach, Owner

Studio 9, 16 Waruda St, Kirribilli NSW 2061

0410 234 443 | cath@catfishcreative.com.au

http://catfishcreative.com.au

BETTER BUSINESS PARTNERSHIP

(02) 9777 9761

www.betterbusinesspartnership.com.au

info@betterbusinesspartnership.com.au

A POSITIVE IMPACT

Paradoxically, using less in life seems to bring more. More

connection, more of a sense of community, more peace and

space, more creative thinking, problem solving,

resourcefulness hence more appreciation for things and

more time for the things you love. There is less clutter, less

to do constantly and less to think about. It's like decluttering

your brain as well as your home, office and email inbox -

oh, and it costs less too.

RESPONSE FROM THE

COMMUNITY

I learn so much from my clients that I am often surprised if

they are inspired by me, but it is lovely how little things can

spark interest in others. Mostly clients feel connected to the

fact that I do an hour of community work for every hour I

work for them, it makes them feel connected to my causes

too, and I try and connect back to them about what I'm

involved with (if there is time!! that's where social media is

often useful..!)

FUTURE PLANS

I am building my new website to not just be about me but to

include other brilliant designers and strategists as a

collective of creative people working for the growth of good.

I am also slowly working on a move out of the city to be a

little more self-sufficient on the South Coast in the next year

or two, potentially building a tiny home or doing up a small

old dwelling, having a veggie patch and chickens and

ultimately I would love to set up a co-working space to

continue Catfish in a collaborative environment near the

coast :)

TIPS FOR OTHER BUSINESSES

“Slow down, zoom out and look at what you spend time and “Slow down, zoom out and look at what you spend time and “Slow down, zoom out and look at what you spend time and “Slow down, zoom out and look at what you spend time and money on and WHY. You'll be surprised at the things you're money on and WHY. You'll be surprised at the things you're money on and WHY. You'll be surprised at the things you're money on and WHY. You'll be surprised at the things you're doing just because it's what you've always done. Be ready doing just because it's what you've always done. Be ready doing just because it's what you've always done. Be ready doing just because it's what you've always done. Be ready to shake things up and challenge some practices. Perhaps to shake things up and challenge some practices. Perhaps to shake things up and challenge some practices. Perhaps to shake things up and challenge some practices. Perhaps have a smaller space, more flexibility, more greenery, ban have a smaller space, more flexibility, more greenery, ban have a smaller space, more flexibility, more greenery, ban have a smaller space, more flexibility, more greenery, ban single use plastics, switch energy providers, turn all lights single use plastics, switch energy providers, turn all lights single use plastics, switch energy providers, turn all lights single use plastics, switch energy providers, turn all lights and devices off, check how much paper you use and devices off, check how much paper you use and devices off, check how much paper you use and devices off, check how much paper you use ---- do you do you do you do you really need to print that? Turn your curiosity inwards and really need to print that? Turn your curiosity inwards and really need to print that? Turn your curiosity inwards and really need to print that? Turn your curiosity inwards and challenge yourself to an audit challenge yourself to an audit challenge yourself to an audit challenge yourself to an audit ---- flip the bird to the status flip the bird to the status flip the bird to the status flip the bird to the status quo, curb your spending and find more time for regenerative quo, curb your spending and find more time for regenerative quo, curb your spending and find more time for regenerative quo, curb your spending and find more time for regenerative practices.”practices.”practices.”practices.”