Fig is a climate-tech startup redefining how we think about the impact of online shopping. Their Chrome extension helps users track the carbon footprint of every purchase in real time, and offset it instantly through verified, insured reforestation projects.

We partnered with Fig to build their brand from the ground up, shaping their voice, creative direction, and go-to-market strategy while helping them test market appetite and validate demand ahead of their next funding round.

Online shopping is convenient but it comes with a hidden cost: Carbon emissions. Fig wanted to give users a simple, transparent way to take accountability for their impact.

As a new product in the climate tech space, Fig also needed to test market appetite and validate demand to demonstrate traction and secure its next funding rounds.

We partnered with Fig to build brand credibility, spark user interest, and establish proof of concept for their mission that everyday climate action can be seamless.

Our work included:

Brand positioning & storytelling: Defined Fig’s tone of voice to balance optimism with authority, avoiding greenwashing while staying accessible.

Go-to-market testing: Developed and launched creative campaigns to evaluate audience engagement, conversion, and market fit.

Content & copywriting: Crafted website, blog, and in-app copy to communicate Fig’s mission and make carbon offsetting simple to understand.

Ad creative & copy: Produced multi-platform ad sets for Reddit, LinkedIn, and X, each tailored to unique audiences (tech, climate, sustainability).

SEO & educational content: Created blog posts answering key intent-driven searches like “best carbon footprint calculator UK” and “offset online shopping emissions.”

Social media strategy: Built cross-platform content calendars focused on transparency, trust, and everyday sustainability.

Performance & PPC: Designed a paid search structure to drive qualified traffic from sustainability and climate-conscious audiences.

Brand Strategy, Positioning & Tone of Voice Development • Go-To-Market Strategy & Validation • Creative Direction • Copywriting • Content Marketing & SEO • Social Media Strategy • Email & CRM • Influencer Marketing • Paid Advertising & PPC Strategy • Climate & Sustainability Communications

Through our collaboration, Fig gained a strong brand foundation and a scalable marketing system built for growth and investment readiness.

Built a unified brand identity across all channels.

Created high-performing ad and content campaigns that drove early engagement and validated user interest.

Developed SEO-optimized blog and site content that positioned Fig as a trusted sustainability brand.

Designed a repeatable framework for testing product-market fit, helping Fig refine its messaging before scale.

Delivered data and insights supporting Fig’s upcoming funding round and roadmap for expansion.