ATMI, prior to the Entegris acquisition, was looking for other markets into which to sell its specialized, activated carbon material. The initial problem was ATMI was not a known entity in other markets. In addition, the material had no marketable name. We decided the company needed to create a branded technology platform for products based on this material for uses in various sizes and forms. We recommended this brand be the highlight and hero of the efforts with ATMI as a secondary player, just the company that was providing it.
After considering naming options, we decided BrightBlack was perfect. It suggested smart carbon. It was a good carbon that could capture the bad carbon (output from industrial processes). It was smart because it could be tuned to capture and adsorb specific gas molecules according to their size and desired target.
The logo reflected the shape of the most common forms of the product offerings – round. Since it could be produced as fine powder (in nanoscale circles), small and large beads, small and large “pucks” (like hockey pucks), the circular shape and varying sizes formed the basis for the design execution.
Finally, since the material itself offered purification capabilities, a clean, uncluttered look was the appropriate visual approach for the overall brand.
BrightBlack logo
Sample webpage
Sample process animations
Tradeshow booth
Data sheet
Case study
Activated carbon, a highly porous material with a large surface area, was widely used to store and deliver dangerous gases safely and remove impurities and contaminants from gas streams. This was essential for maintaining gas purity for various industrial applications and preventing damage to equipment. Today, activated carbon plays a vital role in gas processing, natural gas refining, catalyst protection, emissions control, and safety in industries like oil and gas, chemical manufacturing, and environmental protection.
© 2026 Earthentic, LLC All rights reserved.
© 2026 Earthentic, LLC All rights reserved.
Scott has an uncanny ability to translate the cornerstones of a brand (described in words) into visual cues and strategies, and then execute designs that will accurately reflect the brand and trigger desired perceptions.
As the agency’s creative director, and specifically as a uniquely creative designer, Scott just has a knack for seeing the right visual solutions for our clients’ brands. But above all, he listens to the things you say, hears the things you don’t, and comes up with those perfectly simple brand-shaking ideas you wish had occurred to you.
Years before co-founding the Earthentic Agency, Scott worked as a creative director for Kiterocket (Phoenix), and was the Director of Visual Strategy for SHR Perceptual Management, where he supervised the development of brand visual strategies and creative implementation. Prior to that, he was the Creative Director at Nordensson Lynn Advertising, in Tucson, Arizona, where he directed the creative staff to produce printed collateral, advertising, brand identity, and web designs.
Scott has over 45 years of experience in brand and visual strategy development, serving such companies as General Motors, Samsung Electronics, Siemens Medical, Abbott Labs, Kyocera Solar, SepiSolar, Rain Bird Irrigation and others.
Andrew has experience on both the agency and the client side. Throughout his 35 years of marketing communications experience, he has delivered strategic and creative initiatives across many industries.
Andrew leads our strategic brand insights process and corporate platform development. He began his agency career in Los Angeles and later relocated to an agency in San Jose. He was focused on supporting B2B medical, biotech, and hi-tech clients. A few years later, he moved back to Arizona, where he was raised.
After working for a brand development firm in Scottsdale, serving large international B2C companies, he took a corporate marketing position for a company in the semiconductor and life sciences industries. After 10 years, Andrew joined an agency in Phoenix and continued to serve customers in the semiconductor industry.
Andrew has a B.A. in journalism from the University of Oklahoma. He is married, has three grown children, several grandchildren, two dogs, and a tortoise. Yeah, a tortoise.
