Accelerating Net Zero. We recast Carbon Trust’s authority into an urgent, mission-critical brand primed to lead the global sprint to 2050.
Accelerating Net Zero. We recast Carbon Trust’s authority into an urgent, mission-critical brand primed to lead the global sprint to 2050.
The Carbon Trust has spent two decades proving decarbonisation can be profitable, guiding 3,000 organisations and whole cities across five continents. But the climate clock is louder than ever, and their outward-facing brand felt quiet. Credible, yet lacking the pulse of a 1.5 °C deadline.
They asked us to inject pace, purpose and global cut-through without denting their hard-won authority. Our answer was a wholesale refresh. A new brand strategy anchored by one rallying cry, a bold identity system, motion and video toolkits, comprehensive guidelines and a launch campaign that stretched from LinkedIn carousels to conference screens - all designed to accelerate a Net Zero mission that cannot wait.
We coined the brand platform ‘Mission Critical’, turning Carbon Trust from careful consultant into global-first responder. Uniting every service, market and voice behind a single, no-time-to-lose agenda.
A high-contract palette of Action blue, Accellerate green and Technical Black paired with Pure white for an assertive look. A simple sans-serif typeface complements the message with a no-nonsense cut-through.
Lines, routes and waypoints weave through every asset, signalling progress and partnership. Whether on a keynote slide or a video, the system always points the world towards a shared Net-Zero destination.
We embedded ourselves into their world. Became part of their journey. Weekly catch-ups. Workshops. Stakeholder interviews. Together, we challenged ideas, iterated relentlessly. We left behind brand champions at every level of the organisation, so the launch felt less like handover and more like a collective win.
‘Mission Critical’ now unites 300 experts under one message. The bold identity cuts through crowded sustainability feeds, lifting engagement and media pick-up, while a ready-to-run toolkit lets every region roll out on day one. No confusion, just momentum.
Dusted's process from strategy through to execution was great, really challenging our thinking and pushing the boundaries of the brief. The client service team were professional and accommodating, and the whole team's interaction and involvement with the organisation and stakeholders throughout the project was a real benefit to the rebrand transition. We were extremely happy with the quality of the creative delivery.
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