Design Conformity was founded in 2017 with the aim of helping retail brands identify display designers that could deliver more sustainable retail display equipment, we are now working with over 100 companies to bring alignment to the retail supply chain and supporting dc members to reduce greenhouse gas contributions.
The dc mark is the first independent quality and sustainability design standard for retail display equipment.
It is used by more than 100 brands and manufacturers to demonstrate their adherence to the highest quality standards and commitment to sustainable practice. 
dc is compliant with current BS and CE standards and aligns to the Carbon Trust’s GHG Protocol adopted by the BRC.

Our Team

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Cristiana Fragola

ESG & Sustainability Chief Strategist

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Prior to helping dc develop a new sustainability tool I had spent over 40 years involved with the design and manufacture of retail merchandising equipment, latterly creating a development consultancy with a strong environmental design culture and a sustainable assessment tool. Over the last 15 years there has been an increasing need to establish better design and work practices and I believe the dc sustainability tool can be instrumental in supporting our client’s environmental objectives.

Bill Jones

Head of Environmental Design

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Before creating the dc electrical specification I always faced the same challenge when helping customers to understand the benefits of sustainability – identifying what they ‘need’. Now together with a group of talented, dynamic specialists, we’ve been able to create an industry guide to sustainability that covers electrical, lighting, digital and furniture. I’m really proud that with the support of our founders we’re helping the industry to be more innovative and sustainable.

Adam Hamilton-Fletcher


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After 39 years as an electrical specialist I was very aware of the need for an industry standard for electrified display equipment so when Adam approached me last year it was too good an opportunity to miss. I’m passionate about the need to improve electrical safety and efficiency and it’s fantastic to see so many global brands and manufacturers adopting the dc standard.

Mark Nathan

Head of Electrical

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Chris Roome

Head of Design

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I have a solid background of retail design and implementation with thorough knowledge of technical design and project management, Successfully delivering a huge array of projects over many years. The opportunity to work with the dc team on sustainability within retail design is something that I couldn’t pass on. Looking after our environment is super important and the sustainability tool will do wonders for retail design.

Rob Hartley

Certification Lead

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Danielle Hooks

Marketing Lead

Our Specialists

Our team of specialists are each leading experts in their field who have contributed to the dc guidelines. As a dc member, you are able to benefit from a personalised consultation service from any of these industry professionals.

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Sustainability is key to the future of how retailers can add value through innovation and technology and being involved with DC gives an overall picture of how sustainability is being used within a retail environment.

Dan Brookes


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“As a specialist in retail, Signage & Display lighting, and particularly illuminating light boxes, I recognise the need for standardisation to help clients understand the benefits of efficiency and sustainability. After helping to develop a new industry standard with dc we are now working with our clients to promote these standards within the European Signage & Retail display industry.”

Lei Li

Display Lighting

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“It has long been time to take sustainability seriously and defined standards help drive greater compliance.”

Peter Ward


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Jane Liston

Global Supply Chain

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“I’ve worked in the field of sustainable design for over 25 years and in that time I’ve seen (and used) a wide range of methods to measure the impact of products and communicate them to various stakeholders. What became apparent is, trying compare products that may have had their impacts calculated in different ways is not ideal. Programs like the DC sustainability standard address this issue by ensuring a consistent approach and result in more robust and valid impact assessments. It’s something that I think will bring real benefits to the sector and was keen to be involved.”

Leigh Holloway

Environment & Sustainability

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“My background is in radio where I’ve spent 38 years working successfully with audio content. More recently I’ve spent several years working with audio in retail environments. I’ve joined the team because there is a huge opportunity use audio content more effectively and sustainably in multiple environments.”

Steve King


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“I've developed specialist knowledge in customer experience and engagement from years working with 5-star hotel brands, brand experience and marketing agencies. I have supported many brands in creating magical customer journeys and experiences merging an understanding of current trends, technology and audience understanding with clients legacy systems and physical spaces. I'm supporting dc because I believe customer engagement to be positive for both the customer and the brand, a consistent experience delivered through a robust narrative framework. This element of the design process sits at the forefront of the brief and should be given early consideration to ensure the delivery of a design that is fit for its audience and exceeds their expectations.”

Tim Manning

Customer Experience

Interested in joining the team?