Rebrand

Carbon Crusher

Brand identity for an environmental engineering company turning roads into a climate solution — designed at Superside.

Services

Logo Design
Brand Identity
Marketing Collateral
Digital Assets
Stationery

Year2023

A mark that visualises a closed loop

Roads cover more than 64 million kilometres of the Earth's surface. Most people never think about the materials and carbon locked inside them. Carbon Crusher does — and the rebrand needed to hold that weight. I designed the brand identity on this project at Superside, working with the account's art director — from logomark exploration to the applied system. The brief wasn't to make an environmental consultancy look friendly. It was to build a brand that signals category leadership: a company redefining what infrastructure can do for the planet. The logomark is derived from the initials CC, drawn as a circular, cyclic form. The geometry is intentional — it visualises the closed-loop thinking at the core of their process: reclaimed materials, reduced emissions, roads that give back rather than just degrade. The mark is simple enough to press into a hard hat and specific enough to mean something in a pitch deck. From there, the system was extended across merchandising, stationery, and digital assets — stress-testing the identity across every surface the brand would occupy. The result is a flexible, vivid system built for a company still defining what its category can look like.

Challenge

Carbon Crusher rebuilds roads into a carbon sink. The category had no visual language for that: environmental engineering either looks like a utility contractor or like a wellness brand, and neither reads as serious infrastructure with a climate thesis.

Approach

I designed the identity at Superside alongside the account art director, from logomark exploration through the applied system. The work was to find a mark with the weight of infrastructure and the intent of climate work, then extend it into the formats a startup actually runs on — web, merchandise and investor materials.

Outcome

The identity shipped across web, merch and investor materials as the company raised its category profile — a system flexible enough for a startup still defining what its space looks like.

A mark is only as strong as its weakest application. For Carbon Crusher, that meant taking the logomark — a circular CC drawn for meaning, not just aesthetics — and proving it could work at every scale the brand would occupy. Merchandising was the first real test: hard hats, hi-vis vests, workwear. The mark holds. It's legible at 3cm and readable at 30m. The circular geometry doesn't rely on colour to communicate — it works monochrome, reversed, embossed. Stationery and digital assets completed the picture — pitch decks, presentations, social templates — each showing the identity as a system rather than a logo. The result is a brand that looks like it was built for a company this ambitious, not retrofitted to one. The identity shipped across web, merch and investor materials as the company raised its category profile — a system flexible enough for a startup still defining what its space looks like.

Identity at every scale

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