Fig: a climate brand
that makes action easy.
Brand foundations, go-to-market testing and the paid creative to back it, building Fig from voice to validated funding-round momentum.
The brief.
Fig is a climate-tech startup rethinking the impact of online shopping. Their Chrome extension tracks the carbon footprint of every purchase in real time and offsets it instantly through verified, insured reforestation projects.
We partnered with Fig to build their brand from the ground up: voice, creative direction and go-to-market strategy, while helping them test market appetite and validate demand ahead of their next funding round.
The challenge.
Online shopping is convenient but it comes with a hidden carbon cost. Fig's job is to make climate action effortless. Ours was to build the brand foundation, spark genuine user interest, and put proof of concept in front of investors that the mission could land at scale.
The approach.
- Brand positioning & storytelling. Defined Fig's tone of voice to balance optimism with authority, avoiding greenwashing while staying accessible.
- Go-to-market testing. Developed and launched creative campaigns to evaluate audience engagement, conversion, and product-market fit.
- Content & copywriting. Site, blog and in-app copy that made Fig's mission and the mechanics of offsetting simple to understand.
- Ad creative & copy. Multi-platform ad sets for Reddit, LinkedIn and X, each tailored to the audience it was meeting (tech, climate, sustainability).
- SEO & educational content. Blog posts answering high-intent searches: "best carbon footprint calculator UK", "offset online shopping emissions".
- Social media strategy. Educational series and brand content built around verified reforestation partners.
The work.
The result.
Fig gained a brand foundation and a scalable marketing system built for growth and investment readiness:
- A unified brand identity running across every channel
- High-performing ad and content campaigns that drove early engagement and validated user interest
- SEO-optimised blog and site content positioning Fig as a trusted sustainability brand
- A repeatable framework for testing product-market fit, so messaging gets sharpened before scale, not after
- Data and insights to back the upcoming funding round and expansion roadmap