Eliminate and Illuminate
Lippincott has partnered with Drax, a leading UK renewable energy company, to launch Elimini. After being touted for decades, carbon removals are gaining traction in the fight against climate change. The next step? Scale. The vision from Drax: to transform carbon removals into a world-changing reality by delivering at unprecedented scale. Thus, the goal of Lippincott’s branding and design effort is to go beyond creating a market leader to elevating a market maker.
Working together with the Drax team, Lippincott identified a core insight on which the brand would be built: today’s carbon removals customers aren’t just removing carbon, they are creating an inflection point — their investment is scaling technology, moving us down the cost curve and moving humanity forward. And they have to do it while protecting nature and biodiversity, creating jobs, and supporting communities. This insight provided the foundation for the brand purpose: removing carbon for good. The Lippincott team then distilled this essence into the name: Elimini. The coined word, which combines “eliminate” and “illuminate,” connects to the mission of eliminating carbon from the atmosphere while evoking hope for a brighter future. According to the design team, the short syllables and repeated “/i/” sounds create a sense of pace and acceleration, while the softer consonants give it a more human and modern feel.
The visual identity encapsulates the notion of transformation through color, animated graphics, and imagery. In the new logo, cut letters in carbon-black illustrate carbon removal, while the constellation of teal squares symbolizes a coalition and collective action.
The visual system fully comes to life in animation, with the teal squares acting as transformers, representing transformation, coalition and unity. The color palette is deliberately stripped back, using white and carbon black for clarity, and “Transformateal,”along with secondary teal colors, to signify a clean, and improved future. The unique typography family aligns with this identity, featuring an engineered and precise look characterized by a blend of straight lines and curves. Photography captures collectives in nature, industry, and society to emphasize the strength of unity.
