Collaboration with Grassroots Carbon
At the crossroads of open pasture and soil science, these samples for Grassroots Carbon are an attempt to translate thoughtful creativity & complex ideas into simple, memorable, and relatable visuals.
For this exercise, we covered branding, activations, and collateral, with a little extra automotive ideation I threw in just for fun. I mean, who doesn't love a racecar mockup?
PASTUREMAP REBRAND
Not Your Grandpa's Grazing Chart
Foundation
PastureMap, a subsidiary of GRC, is a grazing management and soil health platform. As Grassroots Carbon expands its mission to regenerate America’s grasslands, PastureMap could benefit from refreshed identity. I spent some time on a logo analysis of the original mark, sketched a few ideas, and ultimately arrived at what you see here.
PastureMap, a subsidiary of GRC, is a grazing management and soil health platform. As Grassroots Carbon expands its mission to regenerate America’s grasslands, PastureMap could benefit from refreshed identity. I spent some time on a logo analysis of the original mark, sketched a few ideas, and ultimately arrived at what you see here.
Identity
The rebrand is centered on clarity and visual trust. The refined logo nods to rolling hills and ecological cycles, while the grounded color palette reflects soil, grass, and sky. The typography is updated to balance modern precision with approachability, creating consistency across digital platforms, decks, and field materials. Mockups explored brand application across the product interface, marketing collateral, and event environments, establishing a flexible system that can scale with both grassroots users and enterprise partners.
The rebrand is centered on clarity and visual trust. The refined logo nods to rolling hills and ecological cycles, while the grounded color palette reflects soil, grass, and sky. The typography is updated to balance modern precision with approachability, creating consistency across digital platforms, decks, and field materials. Mockups explored brand application across the product interface, marketing collateral, and event environments, establishing a flexible system that can scale with both grassroots users and enterprise partners.
Impact
The updated PastureMap identity strengthens Grassroots Carbon’s positioning as a transparent, science-driven public benefit company. It communicates credibility to credit purchasers, accessibility to ranchers, and alignment with the organization’s mission to deliver measurable climate solutions rooted in regenerative ranching.
The updated PastureMap identity strengthens Grassroots Carbon’s positioning as a transparent, science-driven public benefit company. It communicates credibility to credit purchasers, accessibility to ranchers, and alignment with the organization’s mission to deliver measurable climate solutions rooted in regenerative ranching.
GRC TRADESHOW ACTIVATION
Translating Wide Open Acres into On-Site Activation
For Grassroots Carbon’s 10x20 booth concept, the approach combined a flexible beMatrix frame system with integrated LEDskin panels or a curved LED wall to create an eye-catching digital presence. The structure was grounded in a “real world” aesthetic, layering natural wood accents, a turf floor, and environmental treatments to echo open pasture and land stewardship. To amplify the experiential feel, the booth includes customizable, readily available elements ike a Polaris RZR, anchoring the space in authenticity while keeping production practical, replicable, and brand-aligned.
To start, I sketched a simple floor plan to rough scale in Adobe Illustrator, moved it over to SketchUp and started building things out. After completing a basic design of what I was after, I decided to take it a few steps further, creating wood accents from a pack of custom building materials, custom wall textures & surfaces with branding throughout. For a final real world "render," I ran my SketchUp exports through NanoBanana in Google AI Studio to visualize what "field marketing" might actually look like.
To start, I sketched a simple floor plan to rough scale in Adobe Illustrator, moved it over to SketchUp and started building things out. After completing a basic design of what I was after, I decided to take it a few steps further, creating wood accents from a pack of custom building materials, custom wall textures & surfaces with branding throughout. For a final real world "render," I ran my SketchUp exports through NanoBanana in Google AI Studio to visualize what "field marketing" might actually look like.
ONE PAGER + CREATIVE UP-CYCLING
Barn Ready & Browser Friendly
Every successful activation needs a simple, effective take away. For GRC's "One Pager", I focused on creating something straight forward, to introduce the program to ranchers in both print and digital formats.
Built as an offline touchpoint for conferences, field days, and outreach campaigns, the handout simplifies the messaging into clear, approachable touch points supported by strong visual hierarchy. The design balances credibility with accessibility, following a clean layout with bold color highlights & details, grounded color harmony from the brand's palette.
To further connect with ranchers & clients while reinforcing Grassroots Carbon’s role as a trusted climate-tech partner, I segmented out the one-pager to showcase how campaign elements could extend into a landing page and social media, turning the handout into a flexible foundation for broader, omni-channel marketing use.
BONUS: PARTNERSHIP EXPLORATIONS - Formula E & OEM
From Pastures to Podiums
Model by OpticalDreamsoft
To explore how GRC & PastureMap could extend the mission beyond the ranch, I set out to imagine strategic partnerships in new arenas that share overlap, but carry distinctly different audiences.
One path envisions a Formula E sponsorship, merging high-performance sport with sustainability storytelling, putting regenerative ranching alongside the future of electric racing. As a team primary, Grassroots Carbon could gain instant visibility with corporate leaders, investors, and consumers who are already aligned with climate-conscious values. A car on the grid becomes a rolling billboard for regenerative ranching, elevating the impact and visibility of carbon credits to a worldwide audience, growing brand recognition by orders of magnitude.
The second path imagines an OEM collaboration, where PastureMap is natively integrated into a special edition SLATE EV pickup, modified for light duty around the farm. This mini-twist on the classic work truck doesn't just turn heads & bails, it could showcase how ranchers can access to real-time grazing data directly from the driver’s seat. The result is more than a demo vehicle; it’s a mobile platform for product development, brand storytelling, customer acquisition, and ultimate alignment at the intersection of climate, tech and mobility.
GALLERY
Past Meets Present
PastureMap Patch & Work Jacket
Logo Evolution
Grassroots Carbon Field Marketing
Grassroots Carbon Collateral Concepts
"Liquid Glass" iteration of PastureMap rebrand
"Old Barn" iteration of PastureMap rebrand
PLEASE NOTE: ALL TEXT, LOGOS, IMAGERY AND BRANDS & REPRESENTATIONS SHOWN HERE ARE FOR CREATIVE PURPOSES. ALL RIGHTS REMAIN WITH THEIR ORIGINAL OWNERS. THESE CONCEPTS ARE FICTIONAL EXPLORATIONS AND ARE NOT REPRESENTATIVE OF ACTUAL PARTNERSHIPS, ENDORSEMENTS, OR AFFILIATIONS.