brazil, germanybrand and communications2023-2025InPlanet - Carbon Dioxide Removal
[ OVERVIEW ]When I joined the InPlanet team in mid-2023, Enhanced Rock Weathering (ERW) was slowly emerging from academia into a globally watched climate solution. This was especially true for tropical regions where it held more promise due to the warm, wet climate. Few people outside of academia understood how basalt rock is a subtle yet powerful climate solution. When applied to farmlands, rock powder accelerates natural weathering reactions that draw down CO₂ while improving soil health. The science seemed promising, but the market had not caught up yet. By late 2024, InPlanet had become a leader in innovating and developing this solution. The first ERW credits in history were verified. What’s more, MRV (Monitoring, Reporting and Verification) frameworks had become more developed, leading to a greater body of research and implementation. Stepping into the CDR industry in 2023, I worked with this German-Brazilian startup to create the brand, its foundations for rollout and expansion over time, and a myriad of communication materials to double down on trust for both the organisation’s potential, as well as that of the industry.
Case Study Details - InPlanet
Focus
Demystifying scientific information for market readiness
Activities
Rebrand, marketing, social media, commercialisation
10x social growth of brand in nascent market
Results
[ HIGHLIGHTS ]Revolutionising Carbon Dioxide Removal and Regenerative Agriculture in Brazil
Emerging Climate Technology
My task when I joined InPlanet was to translate complex, rapidly evolving science into a scalable, credible narrative. This meant first creating the verbal and visual strategy for the brand, as well as ongoing communications planning and production. These included shaping the world’s first ERW credit story and clarifying Global South tropical advantages, building market trust from the ground up. This positioned InPlanet as one of the most respected climate-tech brands in the emerging CDR industry.
Designing for Trust in a Nascent Market
ERW’s credibility depended not just on scientific rigor, but on clear, emotionally resonant communication. I built a global creative studio and introduced scalable design systems that aligned internal teams, accelerated time-to-market, and strengthened investor confidence. These foundations crafted the company’s reputation and image, culminating in key media coverage such as for g1 Globo, and Fast Company naming InPlanet one of Latin America’s Most Innovative Companies.
Community and Planetary Momentum
Scaling adoption requires transparency and connection. Through stakeholder perspectives, MRV storytelling, and accessible science education, we grew InPlanet’s audience significantly. Our community of scientists, innovators, and climate leaders helped accelerate recognition of ERW’s potential and built a trust in the voluntary carbon market (VCM).
Climate Innovation to Market Confidence
Working at the forefront of ERW exposed me to the catalysts and profound challenges buyers face navigating carbon markets. Understanding risk, quality, verification, and transparency around climate technologies was essential; conveying this to audiences moreso.
A Market Taking Shape
In this early stage of the CDR maStepping into the CDR industry in 2023, I worked with this German-Brazilian startup to create the brand, its foundations for rollout and expansion over time, and a myriad of communication materials to double down on trust for both the organisation’s potential, as well as that of the industry.
ERW required not only a rigorous scientific foundation but also narrative clarity: What is rock weathering? Why Brazil? Why now? To build credibility, I began with what I always consider the heart of any meaningful brand: deep listening. Through interviews with the founders, farmers, scientists, and early partners, a clear story emerged - one grounded in tropical advantages, rigorous field science, and a team deeply committed to making ERW viable at scale. This research became the backbone of a full rebrand that helped elevate the company from a respected startup into a global climate-tech pioneer.
Demystifying a Groundbreaking Science
Communicating ERW required more than persuasion - it required translation. I led a team and developed a mix of educational content, thought-leadership articles and on-site field interviews with agri-business stakeholders that helped audiences understand not just what ERW is, but why Brazil is uniquely suited to scale it. These stories humanized science, connecting lab work to real climate impact. By grounding emerging technology in lived experience, we brought audiences into the space with us, establishing InPlanet’s authority in the global CDR conversation.
Design as Strategic Infrastructure
Design is a toolset and mindset that provides capacity to address a myriad of challenges and bolster several areas: market trust, investor confidence, scientific clarity, team alignment to name a few. My approach in building out InPlanet’s brand and creative iteration was to treat design as strategic infrastructure, building systems that could scale with the company rather than serve as short-term aesthetic fixes. I assembled and led a distributed creative studio spanning Brazil, the Caribbean, Europe, the US, and Asia, working closely across departments within our company. Together, we built a unified identity that could withstand scientific scrutiny while remaining emotionally resonant - a rare balance in deep-tech climate solutions.
These foundations unlocked the speed and clarity needed for a rapidly evolving sector. It served as the underpinning for faster time-to-market for key communications, stronger internal storytelling for investors, and a consistent brand that matched the company’s scientific rigor.
A new chapter for Carbon Dioxide Removal
InPlanet’s rise shows what becomes possible when science, storytelling, and strategy work in synergy with each other. It stands as a testament to what can be built when emerging technologies are given the narrative architecture they deserve.
