Case study · Scientific website

ioBio

A scientific carbon-capture website designed to communicate natural carbon capture, algae systems, plant-wall technology and photobioreactor concepts in a clear, credible and visually distinctive way.

Strategy UX Scientific Copy Visual Systems Carbon Capture

Project type Scientific research website and carbon-capture communication

Core challenge Explain complex natural carbon-capture technologies in a credible and accessible way

Audience Researchers, partners, investors, sustainability teams and commercial stakeholders

My role Positioning, UX structure, scientific copy, visual direction and website management

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iobio.uk.com

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Project overview

Turning complex carbon-capture research into a clear digital proposition.

ioBio needed a website that could explain emerging carbon-capture technologies in a way that felt scientific, credible and commercially understandable. The challenge was not just designing pages — it was shaping how the research, systems and opportunity should be understood by partners and stakeholders.

The challenge

A scientific proposition that needed clear commercial communication.

ioBio focuses on natural carbon-capture research using systems such as modular algae raceway ponds, plant-wall technology and photobioreactor concepts.

Because the subject matter is technical, the messaging needed to avoid feeling vague or overcomplicated. The site had to present scientific ideas, visual systems and practical applications in a way that could support credibility, interest and future conversations.

Explain natural carbon capture without overwhelming non-specialist visitors.
Make the scientific positioning and environmental purpose clear from the first screen.
Speak to partners, sustainability stakeholders and commercial audiences with clarity.

The objective

Create a website that makes the science feel credible, understandable and investable.

The site needed to present ioBio as a forward-looking carbon-capture research company. It had to explain the technologies, show the potential value, support partner conversations and give different audiences a clear reason to engage.

01 Clarify the carbon-capture proposition and core message.

02 Structure the website around technologies, benefits and stakeholder needs.

03 Use visual storytelling to explain modular carbon-capture systems.

04 Create a foundation for partnerships, outreach and future growth.

The project required a balance of strategy, UX, scientific copywriting and visual design — making complex environmental technology feel credible, clear and useful to the people who need to understand it quickly.

Contribution summary

I worked across the full scientific communication journey, not just the page design.

ioBio needed to feel credible to scientific, sustainability and commercial audiences while remaining understandable to non-technical stakeholders. That meant combining business thinking, UX, scientific copywriting, visual direction and website management into one joined-up approach.

Scientific positioning UX structure Scientific copy Visual systems Website build support Ongoing refinement

Positioning & proposition

Shaped the way ioBio is explained, focusing on natural carbon capture, scientific credibility, modular technology and practical environmental value.

User journey & page structure

Organised the website around the questions different visitors would have, from what the company does to how each carbon-capture technology works.

Content & visual messaging

Created clearer wording, benefit-led sections and visual concepts to make algae systems, plant-wall technology and photobioreactor concepts easier to understand.

Website management

Supported ongoing site updates, layout improvements, responsive presentation, page refinements and practical website management as the project evolved.

The value was in connecting the science to the digital execution — making sure the website did not just look professional, but also explained the technologies clearly and supported real commercial conversations.

Design & messaging approach

Scientific clarity was the foundation of the design.

The website had to make complex environmental technology feel understandable rather than abstract. Every section needed to reinforce the same idea: ioBio is developing natural systems for carbon capture.

What the messaging avoided

Language that made the science feel vague or overcomplicated.

Overly generic sustainability claims that could make the proposition feel weak or unclear.
Dense scientific language that made the technologies difficult to understand quickly.
Messaging that positioned the project as a finished industrial product before explaining the research and development stage.
Visuals that looked too generic and failed to show the modular systems clearly.

What the messaging focused on

Natural systems, modular technology and practical carbon capture.

Clear carbon-capture positioning from the first screen of the website.
Simple explanations of algae raceways, plant-wall systems and photobioreactors.
Commercially understandable language focused on climate value, research and future applications.
Visual storytelling that shows how modular systems could capture carbon and create useful biomass outputs.

Core positioning

Natural carbon capture systems.

This idea became the core communication lens for the website. The design, copy and page structure all needed to make the visitor understand that ioBio is focused on credible, nature-led carbon-capture research.

Lead with purpose

The homepage needed to quickly explain the environmental purpose before asking visitors to understand the deeper technology detail.

Explain through systems

Technical ideas were translated into plain-language systems such as algae raceways, plant walls and photobioreactors.

Keep it credible

The tone was designed to feel scientific, practical and commercially credible for partners and stakeholders assessing the idea for the first time.

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Build focus

A website designed around scientific clarity, visual explanation and future iteration.

The site was structured to support multiple visitor types, including partners, researchers, sustainability teams and commercial stakeholders. Each section needed to answer a practical question and move the visitor towards a clearer understanding of the technology.

The build also needed to remain flexible, allowing new technology sections, visual diagrams, messaging updates and stakeholder-focused content to be added as the ioBio proposition developed.

Website structure, page implementation and practical content updates.
Responsive layout refinement across desktop and mobile screens.
Reusable visual sections for technologies, benefits and research explanations.
Ongoing updates to improve clarity, structure and visual presentation.

Information architecture

Organised the website around the main questions visitors would have: what ioBio does, how the technologies work, why carbon capture matters and where the systems could be applied.

Technology sections

Created sections for algae raceways, plant-wall technology, photobioreactors, benefits and environmental outcomes so the site could explain the proposition progressively.

Visual presentation

Refined layout spacing, mobile behaviour, visual hierarchy and technology-focused content blocks so the website remained clear across different browsing contexts.

Ongoing refinement

Continued to adapt the website as the project moved through new technology visuals, clearer public-facing explanations and a stronger scientific-commercial narrative.

Project value

The website became a practical scientific communication tool, not just a digital brochure.

By shaping the messaging, structure and user journey around scientific clarity, environmental purpose and visual explanation, the site made it easier for people to understand what ioBio does and why it matters.

Clearer explanation of a natural carbon-capture research company.
Stronger positioning around algae systems, plant-wall technology and photobioreactors.
Reusable messaging for technology sections, stakeholder materials and partner conversations.

Clearer proposition

The site explains ioBio in clearer language, helping visitors understand the carbon-capture proposition without needing deep technical background knowledge.

Stronger credibility

Scientific positioning, structured technology sections and clearer visual language helped make the proposition feel more credible and understandable.

Improved stakeholder readiness

The website and supporting content provided a stronger foundation for explaining the technologies to partners, sustainability stakeholders and commercial audiences.

Room to evolve

The page structure and content approach made it easier to add new technologies, refine the proposition and support future research or partnership updates.

The biggest value was clarity. The project needed a website that could make complex carbon-capture research feel understandable, credible and useful enough to start a conversation.

Next steps

Explore another project.

ioBio shows how I approach a scientific and sustainability-focused proposition. The other case studies show how that same mix of strategy, UX, web design and practical delivery applies across different sectors and platforms.

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