Brand Strategy + Copywriting
2023
Creative Director - Cat How
Associate CD - Christian Beck
Design Director - Luke Scott
Motion Designer - Joana Fatela
Junior Designer - Carl Doneza
Press:
It’s Nice That
The Brand Identity
The Drum
Creative Review
Brand New
Creative Boom
We’re all familiar with the usual suspects of climate change: fossil fuels, agriculture, single-use plastics. But it turns out another culprit has been hiding in plain sight: concrete. As the second most consumed material on Earth, second only to water, traditional concrete is responsible for 8% of global emissions. Developing a zero-carbon alternative is Biozeroc, a UK startup attempting to bring building materials to the forefront of the climate conversation.
After getting to know their team and category, we knew the answer wasn’t just to bring a camera crew into their laboratory and show how smarty farty it all is. In fact, we feared that associating the brand with research and lab coats may actually make their materials appear experimental and unscalable. We also wanted to be careful not to come across as overly friendly and soft, or else risk being lumped in with all the other “green” companies trying to compete with trusted legacy solutions in the construction industry.
Biozeroc needed a brand that could represent concrete in the short-term, but also encompass other materials in the future; one that gets across the sheer ambition and impact of reinventing the world's most destructive building materials. The resulting brand idea? House of Hard Things.
Biozeroc’s new brand is positioned as the construction industry's new source of solid; the go-to brand and team for all things bricks, panels, blocks and more that strive to do what previously thought impossible.