Gibbon Principles
No two briefs are the same. That's why a few principles thread through all our work.
Focus
If you are a platform, project facilitator, and innovation hub for climate mitigation and social action through the carbon economy, you're probably missing out on the ability for anyone to make sense of who you are in a space that is not well understood to begin with. This is why we start most briefs with rigorous messaging work. Even if you are all those things in reality, define yourself by choosing what really matters to your crowd.
Decode
By the time you've explained the meaning of net zero (not to mention CCS versus CDR), you may have lost someone. That's a missed opportunity, because concepts like these are meant to inspire new ways to live and think. We decode the jargon. It’s not just about writing copy; it’s about revealing meanings that matter.
Relate
However scientific the approach, your stories are for people and you need to change their minds. Our strategies start with people, because they (times a few billion) are the solution. Finding the relatable, community-centered value proposition is the best way to bring any sustainability-related technology down to earth.
Inspire
Carbon dioxide removal or MRV can indeed be as inspiring as protecting the Amazon. Because sustainability narratives flow from one source question: how to sustain human life and prosperity for the long term, while protecting the earth systems on which all life depends.