Land & Carbon Lab.
Building a brand for a geospatial innovation platform from scratch — within one of the world's most complex environmental data ecosystems.
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Challenge
(01)
A new platform in a crowded ecosystem that needed its own identity
Land & Carbon Lab is a geospatial innovation platform supported by WRI and funded by the Bezos Earth Fund. Operating within WRI's broader ecosystem — alongside initiatives like Global Forest Watch — LCL needed a brand identity distinctly its own. The risk was blending into a space where most players looked alike: cautious, institutional, forgettable.
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Solution
(02)
A brand built to lead, not to blend in
A visual audit of the competitive landscape revealed a clear opportunity: most platforms in the geospatial data space had fragmented, inconsistent visual systems. The solution was to occupy that vacuum deliberately — building a brand that was bold, considered, and visually coherent enough to feel like a leader in a space where no one had claimed that territory yet. The identity was designed to resonate within WRI's broader ecosystem without being subsumed by it.
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Conclusion
(03)
A coherent brand for a platform at the frontier of climate data
The result was a complete brand system that gave LCL a clear and distinctive presence within WRI's ecosystem — with a co-branding framework that clarified its relationship with Global Forest Watch and other related programs. For the first time, LCL had a visual language that matched the ambition and innovation of its work.
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