Transparency Talks: Camilla Block Hellum

First of all, can you introduce yourself and your background, particularly highlighting any experience related to sustainability and sustainable value chains?

I am a "solopreneur" - an independent consultant with experience in leading development projects across various industries. My expertise is within branding, design management, digital development, project and process management, as well as sustainable business design and innovation.

Recently, I pursued an Executive Master of Management in Sustainable Business Strategy at Norges Handelshøyskole in Bergen. As part of my studies, I explored business opportunities in the Norwegian textile industry, with a specific focus on the wool sector.

Over the past few years, I have led a project on circular packaging in collaboration with the Norwegian Fashion & Textile Agenda (NF&TA) and the Circular Packaging Cluster (CPC).

You've managed various projects. What unique challenges have you faced managing projects across different industries or sectors, especially in terms of balancing value generation, circular design principles, and transparency?

First — communication is key!

Establishing a common ground and vision is crucial to ensure everyone is working towards the same goal. To achieve this, the core problem must be identified early in the process.

How has your experience working with big companies influenced your approach to transparency and efficiency?

Having worked extensively with large companies, I often encounter challenges in communication between teams or departments—even when all individuals share the same employer.

Again, communication is key. However, it must be relevant, with information and meetings carefully tailored to the needs of the stakeholders involved. When inviting input, it's vital to demonstrate that contributions are considered and thoughtfully reflected upon. Without this, interest and engagement wane over time.

Can you share examples where improved transparency led to tangible benefits for a project or organization?

A great example is the "Merkevareløftet" project—a branding initiative for Gjensidige. The goal was to translate the company's corporate strategy into a clear and engaging brand platform that provided value to customers and focus for the organization.

The result was the Brand Center, a platform used daily by all employees and external collaborators. It ensures alignment in communication across every channel.

The project involved updating the brand strategy, developing a new visual and verbal identity, creating digital user experiences on web and apps, and crafting a new communication concept. Transparent and thoughtful design not only fostered trust and loyalty but also empowered stakeholders with accessible, democratized tools.

How would you describe your approach to designing and improving processes in your projects?

First, you need to ensure that you are solving a material problem—the right problem. Next, you design a process to ensure that you are solving it effectively.

To organize a successful process, the following areas must be designed and managed:

• Content
• People
• Process
• Time
• Economy

A well-designed process aligns all these elements with stakeholders' needs and uses effective tools for development and communication. This alignment is critical for success throughout the project lifecycle.

Do you have any examples of how companies can use process design to create more sustainable and transparent operations?

In my experience, "show, don't tell" is key. Visualizing a process helps all stakeholders develop a shared understanding. While discussions are essential, framing and visualizing the process often accelerates success.

That's why I frequently integrate designers into business processes. Designers simplify complexity, making intricate systems intuitive and accessible. This allows everyone involved to contribute more effectively by engaging directly with visualized frameworks.

Repasdo and CBH, your consultancy company, recently started a collaboration. Could you share a bit about why?

I joined the Repasdo community because its transparency platform focuses on the user, addressing real needs while navigating complex sustainability challenges.

Transparency fosters trust and loyalty. Repasdo ensures seamless user experiences by tracking a product's journey from the cradle to the grave—covering production, manufacturing, customer use, and eventual degradation or recycling. All of this is consolidated into one democratized tool.

Lastly, are there any standout projects from your career that highlight your philosophy on innovation, sustainability, and green value generation?

One project I'm particularly proud of is the wayfinding and signage program for Oslo's underground transport system (T-banen).

This program exemplifies systems thinking and long-term perspective — it's designed to last for at least one generation. It provides an effective, accessible information system for all users, combining my passion for innovation and sustainability with practical, impactful design.