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 carbon-negative 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.

roles

I lead the creative direction (and was often responsible for the asset production) for all of Brimstone’s branding, fundraising and business pitch decks, website and the full brand book with the help of a few contractors along the way.

Built Brimstone’s first cohesive brand framework, positioning carbon-negative cement as a category-defining innovation.
Translated a highly technical industrial process into messaging frameworks accessible to investors, partners, and the public.
Designed visual and written collateral (presentations, one-pagers, web copy) to communicate Brimstone’s mission with clarity
Produced materials that supported early partner outreach and helped forge industry relationships.
Conducted competitive landscape analysis to inform Brimstone’s branding identity and go-to-market approach.
Partnered with leadership to refine pitch narratives for fundraising and press engagement.

I Branding

The identity for OurCarbon is based on transparency. In order to make a novel material relatable, we made everything around it clean and simple. Stripped of distractions like excessive color and pattern, the complex production story of OurCarbon becomes clear. The audience for brimstone’s messaging spanned government entities, venture capital firms, incumbent cement companies and potential customers.

In order to effectively communicate with all of these observers we developed presentations with varying degrees of technical information.

Brand Standards

We developed and maintained a kit of branding documents to help Brimstone’s partners effectively communicate about this unique material in their specific market.