CARBON DIRECT BRAND REFRESH
Positioning Carbon Direct as the scientific authority in the carbon management space.
Carbon Direct is the leader in science-based carbon management, working with clients like Microsoft, JPMorgan Chase, and JetBlue to drive scalable and just impact through decarbonization strategies and thoughtful carbon dioxide removal.
To better position the brand as the scientific authority in the carbon management space, we set out to refresh the brand’s visual identify and messaging. This comprehensive refresh reinforced Carbon Direct's commitment to driving measurable climate impact through cutting-edge science and innovation, while maintaining approachability with its user base.
PROJECT GOALS
Redefine Carbon Direct’s visual language to match company mission and scientific expertise.
Scale the new visual language across key pillars of the business: marketing, product, and science.
MY ROLE
Brand strategy
Creative direction
Digital design
Editorial design
Product design
REFRESHING OUR VISUAL LANGUAGE
After aligning on our unique position in the market, we knew that the current visual language didn’t reflect the brand’s core attributes. To address this, we updated the visual identity to embody these qualities while bringing the design into modern standards. The refresh introduced a cleaner, more mature aesthetic with a refined logomark, unique display font, more vibrant and opinionated color palette, and visuals that balanced precision with approachability.
We developed an illustration system grounded in black-and-white photography of real climate technologies and landscapes, complemented by nature-inspired textures like topography and wood grain. This approach ensured authenticity while differentiating the brand with a unique, collage-esque editorial style. Designed for scalability, the system allowed for in-house production and vertical-specific imagery tailored to client industries, all while enhancing storytelling to communicate our brand’s narrative effectively.
Through the launch of The Carbon Direct Platform in 2024, the team has begun to develop simplified product illustrations to showcase key platform features across marketing channels.
REVAMPING OUR WEB PRESENCE
To bring the new visual language and illustration system to life, we redesigned and migrated the marketing website from Craft CMS to Framer, enabling in-house management of all web development for greater agility and consistency.
The refresh introduced a modern navigation structure, new solution pages tailored to diverse audiences, customer success stories brought to life, and an interactive climate policy map to help businesses understand relevant reporting and climate risk disclosures. Each page leverages updated visuals, from refined typography to climate-inspired illustrations, creating a cohesive and scalable digital experience that reinforced the brand’s authority and mission.
EXPANDING THE COLOR SYSTEM
I led an expansion of the brand color system to meet the unique demands of the Carbon Direct product. This required a more technical and thorough approach to color, particularly for complex data visualizations. We developed a color palette optimized for depicting data with comprehension and brand consistency as guiding principles, anchored by meeting WCAG 3.0 AA standards. Balancing the need for high visual distinction in charts and graphs with the brand's aesthetic was a challenge, but essential to ensure both usability and a cohesive experience. I led the product organization in aligning on a system that was both functional and brand-forward, creating a highly-usable palette that empowered clear communication of insights while reinforcing the brand’s trusted identity.
Check out this PDF for a look into the larger process.
VISUALIZING DEEP SCIENTIFIC EXPERTISE
As the third key business pillar of Carbon Direct, we adapted the new visual language for scientific reports and infographics, balancing data clarity with engaging design and reinforcing our authority and commitment to accelerated climate impact.
2024 State of the Voluntary Carbon Market report – Examines the key trends and developments shaping the voluntary carbon market, with a focus on carbon dioxide removal.
The State of Corporate Climate Commitment – Carbon Direct partnered with Wakefield Research to explore the state of corporate commitment and answer key questions about corporate climate action.
2024 Criteria for High-Quality Carbon Dioxide Removal – Carbon Direct and Microsoft have been at the forefront of establishing science-based guidance for high-quality carbon removal. The 2024 edition reflects the continued evolution of the science and practice of carbon dioxide removal.
Opportunities for Ecological Restoration in the Voluntary Carbon Market – Written in collaboration with Meta, this report explores the barriers to ecological restoration projects in the VCM and how carbon market finance can be used to support climate change mitigation and biodiversity.