LC3 is a new type of cement that is based on a blend of limestone and calcined clay. LC3 can reduce CO2 emissions by up to 30%, is made using limestone and low-grade clays which are available in abundant quantities, is cost effective and does not require capital intensive modifications to existing cement plants. Although evolutionary in its technical nature, the impact of the product is truly revolutionary in terms of CO2 and resource saving. We worked closely with the LC3 team to develop the brand, structure the messaging, draft content, develop their online presence, do media outreach and design printed communication tools.