“The first question we always ask is ‘Does it need packaging?’. The next is ‘What’s the minimum amount required?’.” Vince Frost is discussing his role as Creative Director of Woolworths South Africa. But, far from talking himself out of work, it’s branding like this that forms much of his design business, Frost Design.

Since starting his company in 1994, the British-born, Canadian-raised designer has established a list of international clients ranging from banks to charities. From its Sydney base, Frost Design produces everything from books to websites, interior fit-outs to wayfinding and brand identity. Proudly declaring his business as “one of the first design companies to be carbon neutral,” Frost says: “With every job we do, we make sure we don’t create waste or use virgin resources. On our print jobs we use soy inks that are chemical-free, and recyclable or sustainable paper. Internally we recycle waste and use green electricity. And we don’t work for unethical organisations that abuse the earth or are detrimental to people’s health – we recently turned down a big job for an ammunition supplier’s headquarters in Dubai,” he chuckles, incredulous that such clients exist beyond a punchline to a poor ‘green’ joke.

Eager to explore new arenas, his studio started an eco-fashion line using cotton made from bamboo. However, the work that most encapsulates its attitude, says Frost, is the guest-designed edition of Futu magazine: “The issue was on sustainability and we gave away 12 spreads to different charities that don’t have the money to promote themselves,” he explains. In keeping with the theme, not only did Frost introduce eco-friendly stock, but Futu is continuing to use it. Design as eco-wayfinding.