Blue Planet’s CEO, Brent Constantz, Ph.D., is leading the development of a game-changer product, a cement additive using biomineralization, under the CarbonMix™ brand. If successful, CarbonMix will replace some percent of Portland cement, the essential ingredient in concrete. Portland cement is responsible for producing massive amounts of green house gasses. Think about it. Cement is so ubiquitous in building and infrastructure, globally, that any reduction would significantly reduce harmful emissions and have a huge impact toward mitigating the climate crisis. In addition to this tremendous potential, concrete with CarbonMix has already been proven to be stronger and to cure faster than what is currently on the market.
Our task may sound typical at first – to create a simple print brochure introducing the company, brand and the science. What made this project unique was that CarbonMix had no established brand or standards. We needed to quickly create a tool to fulfill a specific and immediate need: to attract opportunities for the first pilot projects to demonstrate this sophisticated breakthrough technology. This was clearly not a branding assignment [or budget] and we were required to use a preliminary logo that had been put together when a banner was made at a local sign shop.
To distinguish the CarbonMix brochure from the din of materials thrust upon attendees in conference environments, went with a unique undersized format, an ultra-clean design and a high quality 100% PCW (post-consumer waste) recycled paper. To buy time and avoid the environmental impact of air freight, we arranged for printing to be done close the conference site. This reflects our commitment to production in the most environmentally responsible way possible.
The clean and high-quality feeling of the piece communicated credibility and spoke to the sophistication of the technology. The ultra-simplicity of our approach kept the visual palette open for new branding and design standards to be developed at a later date. We accomplished our goals and our client was thrilled. More importantly, the audience responded.
View our work for Blue Planet (PDF):
More on calcium carbonate cement: http://www.greenbuildingadvisor.com/blogs/dept/energy-solutions/reinventing-concrete