In the critical race to decarbonize our planet, how does a company with a profoundly scientific solution tell its story to the world? This was the central question for MCi Carbon, an Australian climate-tech pioneer on the cusp of global expansion. The company’s journey from a research-focused startup to a commercial leader demanded more than just innovative technology. Consequently, it required a compelling brand that could translate complex science into a universal language of progress. This is the story of the MCi Carbon strategic rebrand, a masterclass in clarity and optimism delivered by the female-founded Australian studio, Considered by Design.
Formerly known as Mineral Carbonation International, the company’s name was a mouthful. While scientifically precise, it lacked the punch needed for global engagement. As MCi Carbon prepared to launch its flagship demonstration plant, Myrtle, and solidify partnerships with industrial giants, it needed an identity as powerful as its mission: to capture and convert one billion tonnes of CO₂ by 2040.
The Challenge: Beyond the Green Cliché
The fundamental problem was a gap between MCi Carbon’s technological substance and its brand identity. The original branding felt anchored in the laboratory, failing to convey the urgency and scale of its ambition to a broader audience of investors, policymakers, and industry partners. Therefore, the challenge for Considered by Design was immense. They needed to distill a sophisticated industrial process into a simple, emotionally resonant brand system. Crucially, this new identity had to steer clear of predictable sustainability tropes—the ubiquitous leafy logos and circular motifs—to forge a path that was both trustworthy and truly transformative.
The Solution: A Strategic Rebrand Built on Clarity
Considered by Design, a two-person studio, approached the task by building a global brand platform rooted in three core principles: clarity, optimism, and momentum. The refreshed name, MCi Carbon, cleverly retains a link to its scientific heritage while being sharp, modern, and easy to remember.
Forging a New Identity with the Horizon Motif
At the heart of the new visual identity lies the elegant and powerful “horizon motif.” This simple line symbolizes a future reimagined, representing transformation, progress, and regeneration. It powerfully communicates the idea that industrial emissions can be transformed from a liability into a building block for a new world. This horizon line became the central visual storyteller. Furthermore, it created a modular, dual-frame layout that is instantly recognizable yet incredibly flexible. This dynamic system, combined with an accessible typography suite, ensures the brand communicates with unwavering confidence and clarity across all mediums.
Myrtle: Crafting a Purposeful Sub-Brand
The launch of the Myrtle demonstration plant was a pivotal milestone. Recognizing its importance, Considered by Design developed a complementary yet distinct sub-brand for the facility. This strategic decision allows for more nuanced storytelling. Moreover, it connects the overarching corporate vision of MCi Carbon to the tangible, real-world impact of its technology. The successful launch of Myrtle, now capable of transforming up to 2,000 tonnes of CO₂ annually, powerfully validates this integrated brand approach.
The Impact: A Rebrand That Fueled Global Momentum
The results of the MCi Carbon strategic rebrand have been nothing short of remarkable. Since the launch, the company has experienced a dramatic acceleration in its global growth and influence. It has successfully supported over $14.5 million in government grants, which was then matched by investment and major partnerships with Japan’s Mitsubishi UBE Cement Corporation and Austria’s RHI Magnesita, among others.
The new brand has significantly elevated MCi Carbon’s visibility on the world stage. It has provided a platform for impactful appearances at prestigious events like The World Economic Forum’s Annual Meeting in Davos and the UN Global Compact. This enhanced presence is about more than just looking good; it is about building the credibility and trust essential for global expansion. The rebrand has not only bolstered commercial growth but has also reshaped climate narratives. It proves how exceptional branding can drive profound environmental, societal, and economic change.
Ultimately, the collaboration between MCi Carbon and Considered by Design offers a powerful lesson. It shows that in the climate technology sector, a strong brand is not a luxury—it is an essential tool for making an impact. It is a compelling story of how thoughtful, strategic design can transform complex science into a universal narrative of hope, inspiring global action toward a new, decarbonized horizon.
All images © Considered by Design. Feel free to browse WE AND THE COLOR’s Branding and Graphic Design categories for more.
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