Joseph Bayne
Design & Creative Direction

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Elementic — Creating a bold brand expression for a new force in carbon-negative architecture.
Role: Graphic Identity, Art Direction, Messaging
Photography: Olli Häkkinen / Ääri   Elementic’s rebrand marked a fresh take on sustainable building. Their innovative material, made from forest industry by-products, is used to create durable bricks, tiles, and panels for both interiors and facades. Being carbon-based, the material naturally stores CO₂ and avoids traditional binders like clay or cement, offering a cleaner alternative to conventional construction and tiling materials.

The brand identity reflects the material’s strong, stark aesthetic and its powerful environmental impact. At its core is an angular ‘E’ mark, constructed from interlocking hexagonal tiles, a reference to carbon’s hexagonal crystal structure and its atomic number, six. The imagery is art-directed to showcase the material’s raw beauty, while the colour palette balances high-contrast tones with warm, natural hues inspired by the product’s wood-based origins. A burnt red accent is a nod to Elementic’s heat-formed process.

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