My affinity for research and labelling things is not a secret. Personal preference aside, I think that in the era of "fake news" is more important than ever to provide supporting information and listing out sources. Information enables understanding, creates familiarity and awareness often paving the way for behaviour change and active involvement. Here’s a snapshot of the information you’ve been digesting across this website.

Nutrition Facts


(from Greek ὑφή, huphḗ, "web) Hyphae are long tubular branching structures of a fungus. In most fungi, hyphae are the main mode of vegetative growth, and are collectively called a mycelium. Hyphae are responsible for nutrient absorption and growth, playing a key role in the nutrient cycle which sees fungi as the decomposers and recyclers of organic matter that could not otherwise be absorbed by living creatures (Source: Wikipedia). Oh yes, it's also the name I’ve borrowed for my shiny new design initiative :)


The creation of products with the intent to design out waste, avoid negative environmental impact, and the use of material components that extend the products life and can be returned to the production system as valuable feedstock (Source: Nike Circular Design)


Sustainable indicates a type of development that meets the needs of the present without compromising the ability of future generations to meet their own needs (Source:


Refers to pursuing sustainability instead of growth, and putting planet and people above profit (Source: Additionally "ethical consumerism" is a type of consumer activism that is based on the concept of dollar voting. It is practiced through 'positive buying' in that ethical products are favoured, or 'moral boycott', that is negative purchasing and company-based purchasing (Source: Wikipedia)

Earth-friendly visual design

It's a different approach to design where every possible effort is made to minimise environmental impact while delivering a functional and beautiful visual solution. It also refers to a commitment to use design in support of sustainable, ethical and climate action initiatives.

Nothing worth doing is ever easy

“Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty… I have never in my life envied a human being who led an easy life. I have envied a great many people who led difficult lives and led them well " ― Theodore Roosevelt (Source:

I am not a full service agency

Hyphae is an independent design initiative, not a full-service agency — a full service agency is one that manages all aspects of a company’s online and offline presence. This kind of agency would have different departments that focus on one area, for example a department for design, website development, content writing, social media management, SEO and SEM. (Source:

No One Is Too Small to Make a Difference

It's the title for the published collection of history-making, ground-breaking speeches of Greta Thunberg, the young activist who has become the voice of a generation. [...] In August 2018 a fifteen-year-old Swedish girl, Greta Thunberg, decided not to go to school one day. Her actions ended up sparking a global movement for action against the climate crisis, inspiring millions of pupils to go on strike for our planet, forcing governments to listen, and earning her a Nobel Peace Prize nomination (Source:


It's an approach to innovation that seeks sustainable solutions to human challenges by emulating nature’s time-tested patterns and strategies (Source: