I brought content strategy, copywriting, and design together across the website, presentations, email, social media, and executive thought leadership, creating a more coherent brand experience while helping the company communicate each new stage of commercial progress.
The Website: Making complex technology understandable
I began by developing a refreshed website content strategy, then built the site in WordPress based on initial brand design work by Kraków creative shop Meteora.
The homepage features a rotating hero that tells the material story behind CarbonBuilt’s ultra-low-carbon concrete technology through a sequence of simple visual transformations.
To launch quickly, I proposed a focused single-page structure that used anchor navigation to bring essential company, technology, and solution content into one coherent experience. Rather than dispersing the story across secondary pages, the approach gave visitors a clearer path through the message while making efficient use of the company’s time and resources.
I also organized the experience around CarbonBuilt’s three principal audiences — concrete producers, the building industry, and carbon-credit buyers — with messaging and calls to action tailored to the benefits most relevant to each.
Investor Decks: Making a concrete case for scalable growth
Working with the executive team, I refined and harmonized CarbonBuilt’s investor presentations, strengthening the narrative flow, simplifying complex technical and business-model information, and creating a cohesive visual system. The story connected CarbonBuilt’s climate impact with the commercial case for rapid adoption and scalable growth.
Email Newsletters: Turning company progress into an ongoing story
CarbonBuilt’s inaugural newsletter announced its transition from the research lab into real-world production — a critical point of differentiation in a much-hyped but still little-understood category. I developed the content strategy, then wrote, designed, and built the newsletter template in HubSpot.
Building an editorial voice
From there, we developed Concrete Ideas, a monthly editorial newsletter with its own masthead, a message from the CEO, blog features, industry perspectives, and company news.
Working with CarbonBuilt leadership and Scoville Public Relations founder John Williams, we also created a recurring “hot takes” section covering climate technology, industrial decarbonization, and green construction. The format gave CarbonBuilt a more recognizable point of view while offering readers something useful beyond the company’s own announcements.
The system could also flex from editorial engagement to timely calls to action when CarbonBuilt needed its growing audience to respond.
Some emails shifted from editorial nurture to timely calls to action.
Welcome Email Series: Turning new interest into an ongoing relationship
To build on the attention generated by PR, I created an automated HubSpot series that welcomed new newsletter subscribers, introduced CarbonBuilt’s story and technology, encouraged social follows, and surfaced important news they might have missed.
Social Media: Making climate-tech communications more human
For LinkedIn, we developed an informed but approachable voice that made highly technical subject matter timely, accessible, and distinctly human. The content connected company milestones with broader developments in climate technology, construction, and industrial decarbonization.
A LinkedIn newsletter to grow reach
I also created a LinkedIn newsletter to extend the reach of Concrete Ideas and give CarbonBuilt another platform for longer-form storytelling.
For one feature, I helped the CEO develop a personal essay connecting his family’s history in India with the country’s rapid urbanization and CarbonBuilt’s purpose. Published around his participation in a U.S. trade mission to India, the story gave a significant company opportunity a human narrative—linking one family’s experience across generations with the urgent need to decarbonize future development.
Across every channel, the objective remained consistent: make a complex technology understandable, give CarbonBuilt a credible and recognizable voice, and bring continuity to the company’s story as it moved from research breakthrough to commercial production.
