Brief No. 0029034 Mar 2024
A name and identity for a climate startup, live in 4 weeks.
Rough budget€30k to €50k
First callWithin one day
Pulled by Marta, Brightwater★
Brightwater
Brightwater
A climate startup that pulls carbon out of seawater, with a working name nobody could spell. In four weeks we found a name, built a brand around it and designed the deck that closed a €14m seed round.
Client
Brightwater Carbon, Lisbon
Scope
Naming, Brand
Timeline
4 weeks, spring 2024
The Atlantic, from 300 metres
01
The brief
It started with a pull
The challenge
The company was called OCX-2, after a lab experiment. Investors forgot it before the end of the meeting, and so did the founders' parents. Marta had a pitch in five weeks and a deck made of lab charts.
What we made
Two hundred and forty names, nine on the wall, one that made the room smile: Brightwater. A sea green that looks hopeful rather than worried, a mark like a wave on a chart, and a twelve slide deck that tells the story in the order investors ask.
€14m
Seed round closed
240
Names on the long list
12
Slides in the deck
4 weeks
From pull to pitch
12
Slides in the deck
4 weeks
From pull to pitch
02
The work
Naming, Brand
Brightwater
Brightwater
Brightwater
Brightwater
Let the sea do the work.
Let the sea do the work.
Let the sea do the work.
Sea glass
#5FD3A6
Deep
#08261C
Foam
#EFFAF5
Aa
Aa
Geist, 400
Calm and clear, so the numbers carry the story
03
Four weeks
From pull to pitch
Week 1
Long list
Two hundred and forty names in five days, sorted by how they sound said out loud on a bad call.
Week 2
The name
Nine on the wall, one survived, and the domain was free. We checked twice.
Week 3
Brand
A sea green, a mark like a wave on a chart and a voice that sounds hopeful, not worried.
Week 4
The deck
Twelve slides, rehearsed six times with the founders. The round closed three weeks later.
“
“
“
Investors remembered our name before they remembered our numbers. Then they remembered the numbers too.
MS
Marta Silva
CEO, Brightwater
04
Credits
Three people, four weeks
Naming and strategy
Sofie Laan
Creative direction
Mateo Alves
Design
Imani Brooks
Next case study
09
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AI
·
2024
Orbit Labs
Orbit Labs
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hello@leverage.studio
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Brightwater
Brightwater
A climate startup that pulls carbon out of seawater, with a working name nobody could spell. In four weeks we found a name, built a brand around it and designed the deck that closed a €14m seed round.
Client
Brightwater Carbon, Lisbon
Scope
Naming, Brand
Timeline
4 weeks, spring 2024
The Atlantic, from 300 metres
01
The brief
It started with a pull
Brief No. 0029034 Mar 2024
A name and identity for a climate startup, live in 4 weeks.
Rough budget€30k to €50k
First callWithin one day
Pulled by Marta, Brightwater★
The challenge
The company was called OCX-2, after a lab experiment. Investors forgot it before the end of the meeting, and so did the founders' parents. Marta had a pitch in five weeks and a deck made of lab charts.
What we made
Two hundred and forty names, nine on the wall, one that made the room smile: Brightwater. A sea green that looks hopeful rather than worried, a mark like a wave on a chart, and a twelve slide deck that tells the story in the order investors ask.
€14m
Seed round closed
240
Names on the long list
12
Slides in the deck
4 weeks
From pull to pitch
02
The work
Naming, Brand
Brightwater
Brightwater
Let the sea do the work.
Sea glass
#5FD3A6
Deep
#08261C
Foam
#EFFAF5
Aa
Aa
Geist, 400
Calm and clear, so the numbers carry the story
03
Four weeks
From pull to pitch
Week 1
Long list
Two hundred and forty names in five days, sorted by how they sound said out loud on a bad call.
Week 2
The name
Nine on the wall, one survived, and the domain was free. We checked twice.
Week 3
Brand
A sea green, a mark like a wave on a chart and a voice that sounds hopeful, not worried.
Week 4
The deck
Twelve slides, rehearsed six times with the founders. The round closed three weeks later.
“
Investors remembered our name before they remembered our numbers. Then they remembered the numbers too.
MS
Marta Silva
CEO, Brightwater
04
Credits
Three people, four weeks
Naming and strategy
Sofie Laan
Creative direction
Mateo Alves
Design
Imani Brooks
Next case study
09
/
AI
·
2024
Orbit Labs
Orbit Labs
→
Got a
brief?
hello@leverage.studio
Leverage
PRO
Buy me
↗