Annuli

Strategy. We built the brand around a single act: counting. Every grove is verified in the field, every year, and only then does it become an asset. So the identity is a ledger — quiet, exact, tabular — and the ring is its unit. An annulus is one year of growth; Annuli counts verified years. Value updates at each verification, not daily. Income comes from verified carbon and timber as groves mature, and redemptions are met quarterly at the last audited value.

Logo. The mark is a growth ring with an off-centre heartwood, drawn in one stroke: a trunk cross-section reduced to one ring. The heartwood sits 45° north-east of centre at 0.4 of the radius, the way real trunks grow toward light. It scales from a 24px avatar to a cast bronze object without redrawing, and the same geometry sets the 45° angle used in every arrow and cut.

System. Every grove receives its own ring. Material follows the audit trail — raw cast while pending, polished bronze once verified, verdigris at maturity, blackened when retired — one object ageing, the way real bronze does. The pattern is generated from the grove's data: ring count from years verified, spacing from survival rate, offset from aspect, the direction the ground faces. No two groves share a ring.

Typography. Manrope carries the system: headlines at 500 weight tracked to −4%, body at 400, every number tabular so columns of trees and hectares line up like a ledger. Newsreader Italic appears once per headline as the counterpoint, the living word in a financial sentence, and never below 24px.

Digital. An eight-screen app takes a first-time buyer from intent to a confirmed grove in one sitting. An institutional dashboard puts groves, verification progress and tCO₂ on one screen. Every ring carries a passport — method, verifier, audit dates and the satellite pass behind its state — because a “Verified” chip that cannot show its evidence is just a colour.

Campaign. Out of home says one thing per sheet and puts the object where the photograph would be. Three six-sheets carry the three sentences the brand is allowed to make in public — the balance-sheet line, the counting line, the income line — each with its grove, its audit date and the capital-at-risk footer. The 48-sheet is the ring alone on bark. In place, the ring holds the environment: a 48-sheet at the edge of a wildflower meadow, a six-sheet among the rows of a young plantation, another beside an earth track at the woodland edge, a 48-sheet on an open hillside above forested ridges, and three six-sheets along a timber boardwalk.

Voice. Counted, plain, patient. Counted: numbers come before adjectives, and every claim carries a date and a method. Plain: we say tree, hectare and audit, not impact, journey or green. Patient: growth takes years, so we write in the tense of the audit rather than the launch. The landing page ends with what most brands hide — capital at risk, in full sentences.