Scape
A carbon-removal startup moved its identity from a ‘Space Invaders’ tech look to a grounded, geological aesthetic built on real basalt and volcanic-rock photography.
Starting point
“The current branding was developed quickly for investor pitch decks.”
SCAPE's initial look was assembled fast for fundraising and needed to evolve to reach a broader audience - the public and government officials, not just industrial investors.
Scape 1st meeting, 17 Feb 2025 - meeting notes
Discussion with the team
- 19 Feb
Team agreed to move “from a tech-focused 'Space Invaders' look to a more natural, geological aesthetic,” with a mood board of stark, moody nature imagery.
2nd meeting
- 21 Feb
Direction locked: keep the name and triangle logo with refinements; “current branding lacks real-world imagery - most visuals are generated and abstract.” Olivine rock set as a key visual element. Dated delivery targeted established.
3rd meeting
Chosen direction
“The client told us the old visuals were generated and abstract, so we went looking for real rock. Basalt from Iceland and black sand beaches in Madeira gave the brand a texture you can’t fake, and we named the highlight colour Olivine after the mineral their whole process runs on. The triangle stayed, refined and set inside a circle, so existing investors still recognised it.”
“Their first brand was made for pitch decks, but the next audience was the public, local communities and government officials. People trust what they can see and touch, so we tied the story to the Earth’s own carbon chemistry and wrote ‘Where Science Meets Nature’ as a line a policymaker could repeat after one meeting.”
- Guidelines v1 - 12 Mar
- CR2 - 26 Mar
- Final - 3 Apr
Finished brand essence: “Grounded. Revolutionary. Sustainable.” under the line “Where Science Meets Nature.”
Client feedback
“The team was attentive and timely in all of our interactions. We were clear on meetings and next steps.”
Source: SALT Agency CREST feedback programme, 2025 H1/H2.
Final output
- SCAPE Identity GuidelinesPDF
- SCAPE Identity GuidelinesINDD
- LogosZIP
Guidelines showcase
A look inside the identity guidelines document itself.
- Cover · p.1
- Brand attitude · p.6
- Brand essence · p.7
- Logo breakdown · p.14
- Primary logo - gradient version · p.15
- Primary logo - horizontal deep blue · p.16
- Colour palette · p.29
- Typography · p.34
- Photography direction · p.36
- Visual language · p.47
- Application · p.50
SeaCrop
A SALT case study · CREST Q1 2025.