From Zero to Launch in 8 Weeks

Overview

Terraform Labs is developing carbon capture technology with the potential to reverse climate change. They had the science, the team, and investor interest—but no brand, no website, and a funding round closing in 8 weeks.

The Challenge

Early-stage startups face a unique branding challenge: communicating credibility without a track record. Terraform needed to:

• Establish legitimacy with sophisticated investors
• Explain complex technology to non-technical audiences
• Differentiate from “greenwashing” competitors
• Build everything from scratch, fast

The 8-week timeline was non-negotiable. The funding round was scheduled, and the website would be central to investor due diligence.

Our Approach

Week 1-2: Discovery & Strategy

Despite time pressure, we didn’t skip strategy. Compressed discovery included:

• Stakeholder interviews with all four founders
• Review of pitch deck and technical documentation
• Competitive landscape analysis
• Investor persona development

Core insight: Terraform’s advantage was scientific rigor. While competitors made bold claims, Terraform had peer-reviewed research. The brand needed to communicate “show, don’t tell.”

Week 3-4: Brand Identity

We developed a visual identity rooted in scientific credibility:

Naming: “Terraform” was already chosen—we developed the “Labs” addition to emphasize research-first approach.

Logo: A geometric mark suggesting molecular structure and transformation. Simple enough to work at any size, distinctive enough to own.

Color: Deep green as primary (obvious but necessary), paired with warm neutrals that feel more Stanford than Silicon Valley.

Typography: A technical sans-serif that reads as precise and modern without feeling cold.

Visual language: Data visualization, molecular imagery, and real photography (no stock).

Week 5-7: Website Design & Development

We designed and built simultaneously, working in two-week sprints:

Sprint 1: Homepage, About, Technology overview Sprint 2: Team, News, Contact, polish and QA

The site architecture was intentionally simple:

• Homepage with clear value proposition
• Technology page with progressive disclosure (simple → complex)
• Team page emphasizing credentials
• Contact with meeting scheduler integration

Technical approach:

• Astro for static generation
• Tailwind for rapid styling
• Deployed on Vercel for reliability
• Custom CMS for founder updates

Week 8: Launch & Refinement

We launched with three days to spare, then made refinements based on investor feedback during the roadshow.

The Outcome

The funding round closed successfully:

• $4.2M seed round secured (oversubscribed)
• 100% of investors cited website in due diligence
• Press coverage in TechCrunch, Wired, and Climate Tech VC
• 3x increase in inbound partnership inquiries

Post-funding, the brand has scaled effectively:

• Consistent application across pitch decks, one-pagers, and social
• Team able to create on-brand materials independently
• Foundation set for Series A (planned for next year)

“Most startups at our stage have embarrassing websites. Ours made investors take us seriously before we even met. That’s the difference.”

— Dr. Amara Okafor, CEO, Terraform Labs

Lessons for Startup Branding

1. Strategy isn’t optional — Even compressed, it prevents expensive pivots
2. Credibility over personality — Early stage, trust matters most
3. Build for change — The brand will evolve; make it adaptable
4. Simple scales — Complexity is a luxury for later

Eight weeks is short. But constraints force clarity—and clarity is what startups need most.