MCi Carbon faced a pivotal moment: evolving from a research-focused startup into a global climate technology leader. Its original identity - Mineral Carbonation International - was complex, scientific, and lacked the cut-through needed for global industry engagement. The challenge was to distil a sophisticated, technical platform into a simple, emotionally resonant brand system that could transcend borders, cultures, and industries. MCi needed to avoid sustainability clichés (e.g., leafy circularity motifs) and forge a distinctive presence that felt both trustworthy and transformative, appealing equally to investors, policymakers, industry leaders, and global communities.

What did we do?

Considered by Design built a global brand platform rooted in clarity, optimism, and momentum. The refreshed MCi Carbon identity leveraged a powerful horizon motif, symbolising transformation, progress, and regeneration,which became central to storytelling across all mediums. A modular, flexible brand system was created, featuring an accessible typography suite and a dynamic dual-frame layout inspired by the horizon motif. Myrtle, the flagship demonstration plant, received a complementary yet distinct sub-brand identity. Launched strategically alongside major milestones and Myrtle's opening, the brand is now ready to match global reputation, building upon past appearances for MCi across 150+ international engagements and events.

How did we make impact?

Since the rebrand, MCi Carbon has accelerated its global momentum: supporting over $14.5M in government grants while matching investment and partnerships with Japan’s Mitsubishi UBE Cement Corporation, Austria’s RHI Magnesita, and others. The rebrand has significantly elevated MCi’s visibility across events like The World Economic Forum’s Annual Meeting in Davos and the UN Global Compact. The Myrtle demonstration plant successfully launched, showcasing scalable CO₂ transformation (up to 2,000 tonnes annually). MCi Carbon's rebrand has not only bolstered commercial growth but also reshaped climate narratives, demonstrating how brand excellence can drive environmental, societal, and economic impact on a global stage.