2024
Elimini
Renewable energy company, Drax launched a new product offering
to their US market.
Brand Launch
OOH Advertising
Know More
Drax, one of the world’s largest biomass energy companies, launched Elimini to enter the US carbon removals market. At Climate Week New York 2024, I delivered a fully integrated launch campaign that positioned Elimini as a credible new player in the sector.
Problem
Problem
While Drax had an established presence in the UK, it had little brand recognition in the United States.
The carbon removals (CDR) market itself was also still emerging, with many audiences sceptical and hesitant to act. The challenge was twofold: to introduce Elimini as a credible, market-leading solution, and to create urgency around adopting real, scalable carbon removal technologies today rather than waiting for future “perfect” solutions.
Solution
Solution
Working in collaboration with Lippincott, who had developed the Elimini brand, I was responsible for designing and executing every element of the launch.
The campaign was built around the creative idea “Removing carbon for good”, a message that captured both permanence and purpose. I translated this across every touchpoint, from high-impact OOH in Times Square and the New York Subway to full-page print ads in The New York Times and Wall Street Journal, as well as digital campaigns in Forbes and across social.
The campaign also included a fully designed pop-up event space during Climate Week, along with a new website and display assets. Cohesion was key: typography, colour, and visual language carried consistently across each format so the experience felt unified, whether on a subway platform, in a corporate lobby, or on a mobile screen. To maximise reach, I even coded HTML5 banners to ensure motion and interactivity in digital placements.
All of this was delivered against an exceptionally tight timeline, with just one month from brief to final delivery. The pressure demanded agility, creative problem solving, and around-the-clock effort to bring the campaign to life at scale.
Results
Results
The Elimini launch quickly established the brand as a market leader in the emerging US carbon removals sector.
Within the first ten weeks, the campaign generated over 44 million impressions, achieved three times the industry benchmark for click-through rates, and reached 95% of targeted accounts, with 26% actively engaging. Most significantly, the campaign drove a pipeline worth $80 million.
Elimini’s launch has since been recognised with industry awards, including the Design Week Award for Best Website Design, and stood out as one of the most visible and talked-about brand activations of Climate Week New York 2024.
More Works
More Works
2024
Elimini
Renewable energy company, Drax launched a new product offering
to their US market.
Brand Launch
OOH Advertising
Know More
Drax, one of the world’s largest biomass energy companies, launched Elimini to enter the US carbon removals market. At Climate Week New York 2024, I delivered a fully integrated launch campaign that positioned Elimini as a credible new player in the sector.
Problem
While Drax had an established presence in the UK, it had little brand recognition in the United States.
The carbon removals (CDR) market itself was also still emerging, with many audiences sceptical and hesitant to act. The challenge was twofold: to introduce Elimini as a credible, market-leading solution, and to create urgency around adopting real, scalable carbon removal technologies today rather than waiting for future “perfect” solutions.
Solution
Working in collaboration with Lippincott, who had developed the Elimini brand, I was responsible for designing and executing every element of the launch.
The campaign was built around the creative idea “Removing carbon for good”, a message that captured both permanence and purpose. I translated this across every touchpoint, from high-impact OOH in Times Square and the New York Subway to full-page print ads in The New York Times and Wall Street Journal, as well as digital campaigns in Forbes and across social.
The campaign also included a fully designed pop-up event space during Climate Week, along with a new website and display assets. Cohesion was key: typography, colour, and visual language carried consistently across each format so the experience felt unified, whether on a subway platform, in a corporate lobby, or on a mobile screen. To maximise reach, I even coded HTML5 banners to ensure motion and interactivity in digital placements.
All of this was delivered against an exceptionally tight timeline, with just one month from brief to final delivery. The pressure demanded agility, creative problem solving, and around-the-clock effort to bring the campaign to life at scale.
Results
The Elimini launch quickly established the brand as a market leader in the emerging US carbon removals sector.
Within the first ten weeks, the campaign generated over 44 million impressions, achieved three times the industry benchmark for click-through rates, and reached 95% of targeted accounts, with 26% actively engaging. Most significantly, the campaign drove a pipeline worth $80 million.
Elimini’s launch has since been recognised with industry awards, including the Design Week Award for Best Website Design, and stood out as one of the most visible and talked-about brand activations of Climate Week New York 2024.
More Works
2024
Elimini
Renewable energy company, Drax launched a new product offering
to their US market.
Brand Launch
OOH Advertising
Know More
Drax, one of the world’s largest biomass energy companies, launched Elimini to enter the US carbon removals market. At Climate Week New York 2024, I delivered a fully integrated launch campaign that positioned Elimini as a credible new player in the sector.
Problem
While Drax had an established presence in the UK, it had little brand recognition in the United States.
The carbon removals (CDR) market itself was also still emerging, with many audiences sceptical and hesitant to act. The challenge was twofold: to introduce Elimini as a credible, market-leading solution, and to create urgency around adopting real, scalable carbon removal technologies today rather than waiting for future “perfect” solutions.
Solution
Working in collaboration with Lippincott, who had developed the Elimini brand, I was responsible for designing and executing every element of the launch.
The campaign was built around the creative idea “Removing carbon for good”, a message that captured both permanence and purpose. I translated this across every touchpoint, from high-impact OOH in Times Square and the New York Subway to full-page print ads in The New York Times and Wall Street Journal, as well as digital campaigns in Forbes and across social.
The campaign also included a fully designed pop-up event space during Climate Week, along with a new website and display assets. Cohesion was key: typography, colour, and visual language carried consistently across each format so the experience felt unified, whether on a subway platform, in a corporate lobby, or on a mobile screen. To maximise reach, I even coded HTML5 banners to ensure motion and interactivity in digital placements.
All of this was delivered against an exceptionally tight timeline, with just one month from brief to final delivery. The pressure demanded agility, creative problem solving, and around-the-clock effort to bring the campaign to life at scale.
Results
The Elimini launch quickly established the brand as a market leader in the emerging US carbon removals sector.
Within the first ten weeks, the campaign generated over 44 million impressions, achieved three times the industry benchmark for click-through rates, and reached 95% of targeted accounts, with 26% actively engaging. Most significantly, the campaign drove a pipeline worth $80 million.
Elimini’s launch has since been recognised with industry awards, including the Design Week Award for Best Website Design, and stood out as one of the most visible and talked-about brand activations of Climate Week New York 2024.
More Works