Scope
Brand
Content
About
AirCarbon makes a material out of captured carbon. The work was about showing what can be made from it, because the science is convincing long before it is tangible.
Concept
We led with the object rather than the process. People understand a material when they see something made of it, so every piece of the identity puts a finished thing first and the chemistry second.
Data
The numbers still matter, so we gave them a consistent form. Every figure appears with what it is measured against, which makes the claims checkable and keeps the brand out of the vagueness the category is known for.
System
The identity is built from the material's own surface. Colour, grain and edge are drawn from the substance itself rather than chosen, so the brand and the product are literally the same thing.
Application
We designed for the audiences that decide: manufacturers, regulators and buyers, each of whom needs a different level of detail from the same set of facts. One system, three depths.
End
AirCarbon came away with a brand that argues from the object outward.
Credits