BRIMSTONE

Brimstone turns one of the world’s most polluting materials—cement—into a climate solution

About

Cement is the single largest industrial source of carbon emissions, responsible for roughly 8% of global CO₂. Brimstone is tackling this challenge by inventing the world’s first decarbonized portland cement—produced through a process that not only avoids limestone (the traditional emissions-heavy input) but also creates valuable industrial byproducts like steel and aluminum precursors. This innovation positions Brimstone to transform heavy industry at scale while maintaining price parity with conventional materials.

You can see the website I built along with the commercial brand system here.

MY CONTRIBUTION

I led the commercial brand strategy for Brimstone from the ground up, spanning go-to-market positioning, investor and fundraising communications, partner enablement materials, and the full brand system. Working lean with a small contractor network, I owned both the strategic direction and hands-on production across pitch decks, web presence, and brand standards.

As Brimstone's first marketing hire, I built the commercial foundation for a category-defining innovation — positioning carbon-negative cement for the engineers, architects, and climate investors who needed to understand and adopt it. This meant developing the market positioning, messaging hierarchy, and brand framework from the ground up.
Conducted landscape analysis across the industrial materials and climate tech sectors to identify Brimstone's white space, sharpen differentiation, and ground the brand identity in a credible market context.
Project-managed the full production of Brimstone's fundraising deck and pitch narrative — partnering with leadership to translate a complex industrial process into a story that was rigorous enough for technical investors and compelling enough to close.
Developed the collateral and messaging infrastructure that supported early-stage partner outreach, helping Brimstone establish credibility and forge relationships in a traditionally conservative industry.
Directed the visual and written systems across presentations, one-pagers, and web copy — ensuring every touchpoint reinforced the brand's authority and made the science accessible without flattening it.

Commercial Brand System

Brimstone’s identity was built around a single strategic insight: in a market defined by skepticism toward greenwashing, transparency isn't just an aesthetic, it's a competitive position. We stripped the brand of excess to let the material and its production story carry the weight, building credibility with audiences who needed to believe before they could buy.

Brimstone's stakeholder map was unusually wide — government bodies, venture capital, incumbent cement producers, and end customers all needed to be reached, each with different thresholds for technical depth and different definitions of trust. The brand system was designed to hold across all of them: a single visual language flexible enough to support everything from high-density investor materials to accessible public-facing communications, without losing coherence or authority.

COMMERCIAL Brand Standards

To support market adoption across a complex partner ecosystem, we built a comprehensive brand toolkit that enabled Brimstone's partners to communicate consistently and credibly about a novel material — in their own markets, to their own audiences. The system was designed not just for visual coherence, but to ensure that every partner touchpoint reinforced the commercial narrative and technical authority Brimstone needed to establish trust in a new category.