Endurocal

CarbonFree had developed endurocal, a calcium carbonate product made from recycled carbon through its SkyCycle process. Although the product name was already established, it needed a distinct identity that could communicate its environmental proposition, technical performance and relevance to its target industrial customers. The challenge was to make a complex product easier to recognise, understand and present benefits to expert audiences.

We explored the visual direction through moodboards, sketches and initial concepts before developing the chosen ‘Land & Sky’ route. Its whites, blues and greens were selected to evoke clean skies, fresh air and a more sustainable future, giving the technical product an approachable but credible identity. We then developed the logo, supporting visual language and a concise brand style guide. Using supplied copy, we extended the identity across the endurocal website, a technical fact sheet and an illustrated animation created primarily for social media. Together, these materials explained the product, its applications and its environmental benefits consistently across different formats.

The work gave CarbonFree a coherent product identity and a practical suite of materials for introducing endurocal to technically informed industrial audiences. The website created a central destination for the product, while the fact sheet supported expert-to-expert discussions and the animation offered a more accessible way to communicate its benefits through social media. The brand guide provided the foundations for applying the identity consistently as the product was presented to prospective customers and industry partners.