60 seconds with rachel martin: “design is not neutral; it either contributes to the problem or becomes part of the solution.”

It might be cheesy to say, but it’s true: I can’t think of anyone better for the planet than Rachel Martin.

As a professional, as a thought leader, as a designer and artist, Rachel always has a keen eye for the bigger picture, and, in this case, that bigger picture means making a positive impact for people and the planet with intentional, sustainable design.

As a friend and as a human being, she’s always the one to organize the dinner and bring people together; and she’s always the one to make sure we take a picture before we all go our separate ways; she gives the most thoughtful gifts; she’s the first to remind you to shop your local farmer’s market or try that new restaurant.

Who else is better for this planet than someone like that?

I’m proud to call Rachel a dear friend – for almost a decade now – and I’m always excited for the opportunity to think with her and do mindful & good work.

– Meg

toth shop (ts): In ten words or less, what does “mindful & good” mean to you?

Rachel Martin (RM): Design with intention, creating positive impact for people and planet.

ts: We’re publishing your Q&A on Earth Day, April 20. When and why did you start seriously pursuing an approach to life and work that honored and respected the planet?

RM: ​​Early in my career, I began to question the role design played in driving consumption without responsibility. Around that time, I read Cradle to Cradle: Remaking the Way We Make Things, and it reframed everything. It made clear that design is not neutral; it either contributes to the problem or becomes part of the solution. As the realities of climate change and social inequity have accelerated, that belief has only deepened. The challenges we are facing are not abstract. They are urgent, systemic, and embedded in how we live, work, and build our world, from how products are made, marketed, and consumed to the broader systems that shape our daily lives.

Design sits at the center of that. It shapes behavior, influences choices, and ultimately determines impact at scale. That realization shifted my work from creating things that simply look good, to creating systems and brands that solve real problems. Mindful & Good was built on that premise – that design has both the responsibility and the opportunity to lead, now more than ever.

ts: You made the intentional decision several years ago to certify Mindful & Good as a B Corp. For someone encountering the B Corp idea for the first time, how would you describe the values at the heart of that movement, and how has that commitment become a kind of compass for the way you select projects, structure your work, and measure impact?

RM: At its core, the B Corp movement is about accountability, transparency, and redefining what business success looks like. It challenges the idea that profit alone is the goal, expanding that definition to include responsibility to people, planet, and long-term impact. It represents a shift from extractive to regenerative thinking, asking businesses to consider not just how much they grow, but how they grow and who benefits along the way.

For us, it serves as both a filter and a framework. It guides the projects we take on, ensuring we partner with companies creating real environmental and social impact, not simply positioning themselves that way. It also shapes how we work, from the systems we design to the intentionality we bring to every decision. We are consistently asking, “What is the full impact of this over time?”

It also redefines how we measure success. Beyond aesthetics or growth, we look at whether the work is driving better outcomes, reducing harm, supporting communities, and moving things in a more responsible direction. It keeps us honest and accountable.

ts: You work closely with founders and teams who are trying to communicate something meaningful. What’s one common mistake you see organizations make when translating their mission into visual identity or brand expression?

RM: They try to say everything, and end up saying nothing. There is a tendency to over-explain, to layer in every value, every claim, every benefit. Strong brands do the opposite. They distill. They focus. They make one clear, compelling point and trust that clarity will carry. Restraint is often the most strategic move.

ts: Every person we interview answers this same question last – mile 18 is generally considered to be one of the hardest miles in a marathon. You’re hitting a wall; you’re forced to dig deep. What’s mile 18 in your line of work or at a point in your

RM: Mile 18 shows up often in this work. This is not surface-level design. It is deep, personal work tied to real-world challenges, climate, systems, behavior change. When you are pushing sustainability and challenging the status quo, you are often in that stretch where things feel harder than they should. It is the quiet middle, where the excitement has worn off and the outcome is not yet visible. That is where doubt creeps in. In those moments, I come back to faith over fear. Show up. Stay in it. Keep going, even when no one is watching. Discomfort is not a signal to stop – it is a sign the work matters. That is where the real breakthroughs happen.