Challenge

Circlair developed a circular nitrate scrubber that converts ammonia into high-quality fertilizer. The technology was already in place, but the brand and digital presence had yet to match its potential. Together with Say Hey, we aligned both with Circlair’s ambitions.

Background

From PhD to demonstration installation

Circlair grew from academic research at KU Leuven into a full-scale demonstration installation at an active agricultural business. The technology — a circular nitrate scrubber that captures ammonia and converts it into the liquid fertilizer Circlan — is patented and follows a unique certified process in Belgium.

Building a market-ready brand

With commercialization targeted for the end of 2026, the time had come to prepare the brand for the market as well.

Reaching three target audiences

Lower emissions, lower costs and greater value from what is already being released

A company that needs to convince governments, industry players, and farmers alike cannot afford to be vague. Circlair’s website was built around clarity — both in information and navigation. Each target audience is addressed individually, the technology is clearly explained, and showcasing partners helps reinforce credibility.

Design

Circlair did not yet have a consistent visual identity, and therefore lacked a clear point of recognition for the outside world. We developed several branded elements that create recognizability and also prove their value in practice.

Photography

Circlair in action

Making an innovative product credible requires more than specs and schematics. We photographed the demo installation and the team in their working environment — imagery that makes the technology tangible for people who have never seen it in real life.

Foundation for future communication

The photography forms the visual foundation for the website, social media, and all future communication aimed at investors, partners, and customers.