Golden Bay Cement is on a journey to reduce carbon emissions by 30% by 2030, and is already at the 20% mark. Within the construction industry, this is increasingly important as the carbon score of buildings is becoming a factor in architectural planning, council consenting, and consumer preference. And government is mandating carbon reduction. Keen to be a leader, Golden Bay had made manufacturing changes and wanted to bring this story into its brand identity and through to messaging on its cement tankers. We developed a coherent brand structure through to the visual articulation of it in their logo assets and on tankers. The result has met with company-wide support and is rolling out.