Mining without destruction
As guests on a call with Brunel University, we listened as Dr. Lorna Anguillano described how certain plants could extract nano-particles of precious metals from contaminated soil. These plants didn’t just trap the metals; they transformed them into a usable form without heavy processing or toxic by-products. This represented a radically different relationship with land that had been previously written off.
The science was elegant, and the implications were vast. The unspoken question in the room was: how can such complex science move from the lab into practical use?
This question influenced every subsequent discussion.
Our relationship with Brunel started through Impeller Ventures, who invited us to observe that initial briefing. We didn’t respond; we listened carefully to how the scientists discussed their work, where they hesitated, what excited them, and what assumptions others might have.
What struck us was not just the breakthrough but the care behind it. This was not science driven solely by yield or profit; it was thoughtful, system-oriented work focused on soil, contamination, and responsibility. Yet, the language used was dense and cautious, reflecting its complexity.
The initial tension was obvious: presenting the science too narrowly would keep it small. Oversimplifying it would risk credibility.
The first real-world test was a modest seed trial for friends and family: grow plants in a one-metre square garden, harvest, and send samples back to the lab. While this was a logistical task on paper, it became a dialogue with the public - could they follow instructions? Would they trust the process? Would they care?
Surprisingly, it succeeded beyond expectations. It showed that with proper framing, anyone could participate. The barrier wasn’t ability but confidence and clarity.
However, the trial also highlighted operational challenges needing addressing before scaling. As scientists and strategists considered these issues, a new question arose for us:
How do you communicate something that resembles mining but acts as healing?
Reframing mining
The term “mining” carries connotations of destruction, scarcity, and long-term harm - images of land being stripped and degraded. But what Phyona was doing was a kind of inverted mining - gentle, regenerative, plant-led.
Instead of shying away from this tension, we embraced it.
“Mining. Naturally.”
This line didn’t explain everything, but it invited pause and reflection. It prompted people to reconcile two unlikely ideas and sparked curiosity rather than defensiveness.
This re-framing transformed how the brand was perceived. It moved away from lab coats and complexity, drawing inspiration from nature: greens and blues rooted in landscapes, with highlights and earthy tones. The tone was straightforward - confident yet modest, clear without overselling.
The goal wasn’t to diminish the science but to broaden the conversation.
Clarity creates momentum
When Phyona launched from stealth in early 2023, the change was evident - not because all problems had been solved, but because the story was clear. People understood what was innovative, why it mattered, and how they could get involved.
Since then, clarity has driven momentum - funding secured, international discussions, and projects with UK councils focusing on contaminated, neglected land.
What began as a scientific breakthrough evolved into a new perspective on value, land, and recovery.
And it started not with providing answers but with embracing and discussing the tension.
Project deliverables
Identity design, website design & build, marketing material