SALT case study · CREST Q2 2025

VyCarb

A carbon-capture startup traded a logo made in ‘only 10 minutes using an AI logo generator’ for a 45-page identity built to read as premium industrial equipment, not a climate startup.

Visit vycarb.com ↗

Starting point

Founder Garrett's own framing of the ask: transition from looking like a climate startup to appearing as a premium industrial equipment provider, to attract corporates in oil, gas, aluminium, cement, steel and energy.

VyCarb - Hawaii 1st Meeting, 16 Jul 2025 - meeting notes

Discussion with the team

21 Jul
Scope confirmed: a comprehensive 45-page brand bible/style guide, new tagline, tone-of-voice refinement, iconography, logo redesign.
Hawaii Meeting 2
21 Jul
Messaging pillars set from pitch feedback: ocean-conservation mission, the team's ocean-science expertise, and NGO/research validation.
Hawaii Meeting 3
19 Aug
Production timeline locked: design starts 22 Sep, first draft 29 Sep, feedback window 1–3 Oct around the founder's Dubai trip, revisions by 3 Oct, second draft 6 Oct.
Connect call

Chosen direction

“We kept the circular grid from the original mark and took out the four corner circles, which made it feel steadier and more engineered. The palette is almost entirely blue, with Giants Orange limited to one or two elements per layout, so every page looks measured and serious, much closer to an equipment supplier than a startup.”

Anandi, Creative Direction

“The buyers of VyCarb are those who are looking for evidence before anything else. We kept the voice measured and verifiable with no slogans, and built the messaging around Garrett’s own line that the best carbon storage is the kind you can prove.”

Chevaun, Strategic Direction