Challenge

In the face of urgent climate challenges, MittiLabs, a startup focused on regenerative solutions and climate technology, needed to redefine its digital identity to better communicate its mission, attract strategic investors, and position itself as a leader in the effort to reduce methane emissions from rice farming.

Despite the scientific strength of its work and the transformative potential of its technology, MittiLabs struggled to clearly express its value in a way that was both accessible and compelling to non-technical audiences. The website's content was overly complex, the structure fragmented, and the visual language failed to convey credibility or innovation. As a result, potential partners, investors, and users found it difficult to fully understand the startup’s impact, slowing down engagement and strategic growth.

Key Objectives

Reframe the core brand message to clearly and distinctively convey MittiLabs’ mission.

• Optimize the information architecture and navigation flows to engage and inform both clients and investors.

• Improve the overall digital experience with a focus on credibility, clarity, and future scalability.

Solution

We designed a digital experience strategy that combined brand messaging refinement with a redesigned content architecture and narrative flow. The work included strategic positioning, user and stakeholder research, competitive benchmarking, creation of differentiated messaging, and a fresh visual identity aligned with MittiLabs’ values.

Methodology

Identified key communication barriers and validated needs from users and investors:

• Competitive analysis: Uncovered market gaps and best practices from leading sustainability startups.

• Brand positioning workshops: Facilitated co-creation sessions to define a clear and memorable brand purpose.

• Information architecture & UX flows: Reorganized content to highlight the value proposition and streamline the user journey.

• Visual and interaction design: Developed a professional and clean design language reflecting innovation and sustainability.

Impact

Business Impact
The new brand narrative empowered MittiLabs to approach investors and partners with a clearer, more compelling value proposition. The redesigned website is improving lead generation and conversion across key pages.

User Impact
The user experience was significantly enhanced through clearer communication of the company’s mission, projects, and solutions. Navigation became more intuitive, and the new visual language reinforced trust and alignment with MittiLabs’ values, helping users better understand and connect with the brand.

Personal Impact
This project strengthened my ability to lead strategic design for purpose-driven startups, refining my skills in translating complex ideas into accessible and engaging digital experiences. It also deepened my facilitation capabilities and reinforced the impact of strategic storytelling in design.