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

The business problem was credibility. Carbon Crusher turns roads into a climate solution, and its brand had to carry the weight of that claim. 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.

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 a system of real applications.

Outcome

The mark went onto real workwear, including hard hats and hi-vis vests.

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. The circular geometry doesn't rely on colour to communicate — it works monochrome and reversed. Stationery and digital assets completed the picture — pitch decks, presentations, social templates — each showing the identity as a system rather than a logo.

Identity at every scale

Next projectRebrandAtalú

Visual identity and packaging system for a sugar-free pastry brand — repositioning “healthy” away from clinical codes and toward craft, warmth and indulgence.

View All