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Defy for Good
A brand built in defiance of our present to preserve our future
Packaging
Brand Identity
Animation
Collateral
Graphic Design
Posters
From stealth mode to scale mode, Mark Herrema spent two decades perfecting a technology that transforms greenhouse gas into a global force for good: a biodegradable material that can be molded into straws, sunglasses, leather goods and beyond.
Greenhouse gases can be beautiful.
But Aircarbon is not about straws, luxury bags, smoothly pebbled car seats or Nike’s first-ever carbon-negative shoe; it’s about carbon sequestration.
And the company’s rapid growth required an elastic brand and compelling story to unite the team, rally investors, and secure Aircarbon’s impactful future.
From a fragmented architecture to a united front.
Aircarbon’s potential was buried under a house of brands that included parent company Newlight Technologies, product brands Restore and Covalent, and material brand AirCarbon.
A material force majour
To match the ambition of this first-of-its-kind brand, the identity needed to do more than look the part - it had to embody its founding mission to end climate change.
A bold foundational strategy and divergent identity helped secure $150 million in funding to open a second decarbonization facility, and has forged strategic partnerships with brands like H&M, Sumitomo, Stella McCartney, Sony, Dell, Shake Shack, and Nike. Aircarbon, the climate tech brand to lead us all.
A Platform Idea built to confront the climate narrative, speak to this generation's demand for bold, actionable climate solutions and attack alternative truths front-to-front.
A signifier of equality and change, an indelible symbol of a movement
The new three-sided logo integrates an equal sign for shifting perspectives, a negative mark representing carbon negativity, and a triangle as the ultimate icon of change.
A measured combination of science, nature, and culture visually and verbally transformed Aircarbon from a tech brand to a movement brand designed to stop harming and start healing our earth.
The Fibonacci sequence, a universal symbol of growth and balance, informs the visual identity. Patterns mimic the codes found in nature through fractals and biomimicry.
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The color palette derives from the polymeric crystals created by PHB, reflecting nature’s complexity with clean, cool tones representing air and water and bright, bold tones reflecting the earth’s warmth and richness.
Typography designed with technical precision and human approachability.
“I’ve spent a lot of time thinking about the new logo, including on a mountaintop in Wyoming. Drew it in the dirt next to a glacier. The symbol is filled with the meaning that matters to us the most, with the equals, triangle, Fibonacci, and circularity elements. It drew me out of my comfort zone a bit, but I kept returning to my trust in you guys. This symbol can help us achieve what matters most to us, which is change for the better.” -Mark Herrema
