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Fair Carbon
Evolve the identity. Rebuild the routes.
Fair Carbon works in blue carbon, the carbon stored in coastal and marine ecosystems. Its platform served project developers, investors, validators and policymakers, and visitors struggled to see where they belonged. We set its position as a blue carbon market builder, evolved the identity it already had and rebuilt the routes through the site.
- Situation
- Brand evolution and relaunch
- Audiences
- Project developers, investors, policymakers, communities
- Leadership involved
- Founder, CEO and management team
- Work
- Strategy, research, identity, web, launch
The problem
The parts were there. The routes between them were hard to follow.
Fair Carbon already understood that different people came to it for different things.
Its original platform had routes for project leaders, investors, validators and accreditation bodies, alongside maps, guidance, resources and project information.
The difficulty was how those pieces worked together. Navigation had become hard to follow, important information was spread across the platform, and visitors had to work to see where they belonged and how the parts of Fair Carbon connected.
The identity also needed more credibility as the organisation moved between science, finance, project development, policy and communities.
Fair Carbon needed a clearer centre and better routes through the whole organisation.
The decisions
Make blue carbon accessible and keep it precise.
Research and workshops with the team answered four questions. The answers became the basis for the story, the identity and the site.
- 01Who to reach
Project developers, buyers and investors, policymakers and the wider ecosystem, including communities.
- 02What each group needed
Guidance, confidence, evidence and market context, and accessible knowledge.
- 03The purpose
Help build the conditions for a high-integrity blue carbon market that works for more people.
- 04The market gap
Knowledge was fragmented, project development was complex and finance was hard to reach. Communities and smaller developers faced the highest barriers.
The position
Blue Carbon Market Builders.
Fair Carbon existed because the market itself was hard to reach. Knowledge was fragmented, project development was complex and finance was difficult to access, with the highest barriers for communities and smaller project developers. Its role is to help build the conditions for a high-integrity blue carbon market that works for more people. That idea gave Fair Carbon room to grow beyond any single programme or service.
The identity
More credible. Still recognisably Fair Carbon.
Fair Carbon wanted continuity with its past.
The existing identity already carried recognition, and the team wanted the new brand to keep that connection. The leadership wanted the brand to keep a feminine character that mattered to Fair Carbon’s culture, while staying open to everyone the organisation represents and works with.
The task was one of balance.
- Authoritywarmth
- Precisionhumanity
- Continuityevolution
- Femininityinclusivity
We evolved the existing visual language. The new system keeps a relationship with the original mark and adds a wider palette, stronger typography, clearer hierarchy and a broader visual world drawn from marine ecosystems, movement and natural forms.
The original mark stays in the system, so the recognition it carried moves into the new brand.
The website
A clearer centre, with routes that connect.
The audiences were already known. We gave the site one centre and rebuilt the routes around the four needs, so each group reaches its material and sees how it connects to the rest of Fair Carbon.
- Project developers needed guidance.
- Buyers and investors needed confidence.
- Policymakers needed evidence and market context.
- The wider ecosystem needed accessible knowledge.
The website became a platform for projects, resources, research and future programmes.
What changed
A market builder, with four routes in.
Fair Carbon now has one position, one identity and one site structure for four audiences.
What happened next
A brand built to grow with the market.
Fair Carbon has since expanded around new programmes, including the Blue Carbon Academy, the Blue Catalyst Fund and policy work with governments.
It still uses the identity and site structure from the original engagement.
“The result is a distinctive brand and a dynamic new website that truly sets us apart, resonates with our team and gives us a robust platform from which to grow and expand our network.”
Services in this workClimate Tech Branding Website Design Launch Strategy
From the LibraryA Rebrand Can Look Good and Still Fail
