The challenge
Genuinely greener hardware, buried under generic “eco-friendly innovation” claims. The startup needed a page that proved the sustainability story with specifics — materials, lifecycle, numbers — without reading like a compliance report.
The approach
I structured the page as innovation-first, proof-always: each product claim sits beside its evidence, and the sustainability section names materials and take-back plainly. Warm, plain-spoken, zero greenwash adjectives.