CASE STUDY · PROPOSAL

All work

(S)EQANA.

(S)EQANA co-authored the next version of the methodology its market measures soil carbon against. Its home page never said so. We built the position, the identity and the site that do, before anyone asked.

CLIENTSeqana GmbH, Berlin
SECTORSoil carbon measurement
WHAT WE DIDResearch, positioning, identity, website, search
YEAR2026
STATUSProposal. Not commissioned.
The proposed Seqana home page, designed at 1440 wide.

READ THIS FIRST

A proposal, not a commission.

Seqana did not ask for this work and has not reviewed or approved it. We made it in September and October 2026 to show the company what it could look like, and we publish it to show how we work. Everything said about Seqana comes from its own public pages, read on the dates shown. Copy and figures inside the designs are placeholders in Seqana’s voice. The Seqana name belongs to Seqana GmbH. The mark, the system and the pages are our proposal.

STATUSNOT COMMISSIONED · NOT REVIEWED BY SEQANA · NO RESULTS CLAIMED
THE NUMBER0

mentions of co-authoring Verra’s VM0042 v3 on Seqana’s home page or about page. The claim sat in a blog post.

SEQANA.COM, READ LIVE 6 OCTOBER 2026 · HOME AND ABOUT PAGESLIMIT · V3 APPEARS THERE AS A GUIDE TO DOWNLOAD. THE PAGES DO NOT SAY WHO WROTE IT.

01 OF 03

The brief.

There was none. In June 2026 Seqana raised €3.2M, and its chief executive wrote that the company is “the measurement layer”. The site still described the soil carbon vendor it had been refreshed for eleven months earlier. We took the founders’ own words as the brief.

02 OF 03

The challenge.

A category where every site says precision and almost every site is green. Readers who are not buying a feature: each one is managing a risk, from a failed verification to a restated number. And the strongest claim Seqana owns, missing from its own home page.

03 OF 03

What we made.

A position in Seqana’s own words. An identity taken from soil science. A bound design system. Eight pages designed and a site of 23 specified. A search specification. Fifteen brand surfaces. One decision shaped all of it: the instrument, not the farm.

STAGESBRAND FOUNDATION · VISUAL IDENTITY · WEB DESIGN · SEO AND AI VISIBILITY

01 · Their own words.

BRAND ARCHAEOLOGY · FOUR DATED STATEMENTS, READ LIVE
  • 8 JULY 2025

    “Complexity is not a bad thing; a lack of clarity is.”

    The post announcing Seqana’s brand refresh, signed by its three founders.

  • 12 FEBRUARY 2026

    “Verra’s VM0042.v3, co-authored by Seqana, is open for public consultation.”

    Title of a post by Julian Kremers, co-founder and CSO, and two colleagues.

  • 17 JUNE 2026

    “We are the measurement layer.”

    Stefan Gönner, co-founder and CEO, on the day Seqana announced a €3.2M round led by Pymwymic.

  • 6 OCTOBER 2026 · THE HOME PAGE

    Seqana GmbH Homepage

    The title tag. Under it, the headline: Quantifying Soil Health With Scientific Precision.

02 · The site, measured.

SHARE OF 17 PAGES THAT FAIL EACH TEST · CRAWLED 7 SEPTEMBER 2026
Page titles under 30 characters17 OF 17100%
Pages with no H1 heading17 OF 17100%
Pages with no canonical tag17 OF 17100%
Pages with no structured data17 OF 17100%
Images with no alt text489 OF 49199.6%
Pages with no meta description3 OF 1718%

ALSO: NO SITEMAP.XML, AND ROBOTS.TXT HELD THE SITE DESCRIPTION, NOT CRAWL RULES. HOME PAGE RE-READ 9 OCTOBER 2026: SAME TITLE, NO H1.

03 · The category, mapped.

MARKET AND COMPETITORS · SEPTEMBER 2026
  • FULL-STACK PLATFORMS
    Indigo AgAgreenaRegrowBoomitraSoil Capital

    Own the farmer relationship. Compete on scale.

    They originate projects, aggregate hectares and sell credits. A platform brand has to feel welcoming and broad.

  • MEASUREMENT ENABLERS
    SeqanaPerennialEarthOpticsDownforce

    Provide the science other projects depend on. Compete on rigour.

    No land, no farmers, no origination. An infrastructure brand has to feel exact. Seqana sat in this group and dressed like the other one.

A category about soil. Nobody used the colour of soil.

BRAND COLOURS MEASURED ON LIVE SITES · HUE, 0° TO 360°
  • 01

    Regrow

    #1F4D2B · 136°

    Dark green, editorial. The thought leadership seat.

  • 02

    Seqana today, ground

    #44927C · 163°

    Soft green mesh. The category default.

  • 03

    Perennial

    #0B1617 · NEAR BLACK

    Near black. Technical credibility, taken.

  • 04

    Seqana today, buttons

    #5A5D81 · 235°

    Sits beside the purple of its largest competitor.

  • 05

    Agreena

    #8770FB · 250°

    Bold purple. Larger and better funded.

  • 06

    Proposed: Ferric

    #C2571B · 22°

    Iron oxide. The colour soil scientists already read.

TEN SITES WERE PLACED ON THE WHEEL, SEQANA’S INCLUDED. FIVE VALUES ARE SHOWN AS MEASURED. EVERY SITE SAT BETWEEN GREEN AND VIOLET, OR HAD NO HUE AT ALL.

04 · An identity taken from the instrument.

MARK · COLOUR · TYPE · NOTATION
BRAND BOOK · THE MARK. A parenthesis holds something without altering it. The mark performs the name.
BRAND BOOK · THE MARKA parenthesis holds something without altering it. The mark performs the name.
BRAND BOOK · LOCKUPS AND RULES. Clear space, minimum sizes, and five things never to do with it.
BRAND BOOK · LOCKUPS AND RULESClear space, minimum sizes, and five things never to do with it.

THE MARK · (s)

One behaviour, five readings.

The rule that protects it: (s) is a monogram that borrows the form of notation. It appears in one place, the logotype. Everywhere else the brand writes notation correctly.

  • ( ) · THE CUSTODIANIn Roman law, the third party who held a disputed thing until everyone agreed on it. The name already says what the company does.
  • C(s) · STATE SYMBOL, SOLIDCO₂(g) becomes C(s). Sequestration is a phase change, written the way a chemist writes it.
  • s · STANDARD DEVIATIONThe spread within a sample, and the number the product exists to reduce. Smaller s, smaller deduction, more credits survive.
  • (s) · ONE OR MANYOne indicator or several, held in one form. Carbon is the first line of the ledger, not the last.
  • [ ] · ISOLATE WITHOUT TOUCHINGA bracket separates a thing so it can be studied without altering it. Satellite-first measurement in one punctuation mark.

COLOUR · 14 TOKENS

Every neutral is a real soil. One hot accent, one cool signal.

  • Ink#131417
  • Soil 900#2E271F
  • Soil 700#6B5540
  • Soil 400#B49A78
  • Soil 300#C9BFB3
  • Soil 200#DED3C2
  • Canvas#F3F1EC
  • Paper#FBFAF7
  • Dim#7A7268
  • Ferric#C2571B
  • Ferric Light#E9A27A
  • Ferric Wash#F7EDE4
  • Gley#2C5A70
  • Gley Wash#E7EEF2

THE NEUTRALS FOLLOW THE MUNSELL SOIL COLOUR CHART, THE NOTATION A SOIL SCIENTIST WRITES IN THE FIELD. WARM FOR WHAT IS ALIVE, COOL FOR WHAT IS MEASURED. GREEN ONLY AS A LOW CHROMA STATE. PURPLE NEVER. FERRIC SITS AT 22°, INSIDE THE OPEN SECTOR.

BRAND BOOK · NOTATION. State, uncertainty, colour, units, reference, sample. Six rules for writing a figure.
BRAND BOOK · NOTATIONState, uncertainty, colour, units, reference, sample. Six rules for writing a figure.
FOUNDATIONS · 19 TEXT STYLES. Each style bound to size, line height and letter spacing tokens.
FOUNDATIONS · 19 TEXT STYLESEach style bound to size, line height and letter spacing tokens.

05 · A system, not a set of assets.

COUNTED IN THE FILE · 9 OCTOBER 2026
THREE COLLECTIONS: COLOUR 14, TYPE 54, SPACING 20
88VARIABLES

Every colour, size and space in the designs points at one of them.

TWO FAMILIES: SORA AND IBM PLEX MONO
19TEXT STYLES

Eleven for voice. Eight in mono for anything measured.

ATOMS, MOLECULES, ORGANISMS, FIGURES
81COMPONENTS

From a button to the mega menu, each one built from the level below.

ATOMS · BUTTON. Three kinds, four states each. Hover, pressed and disabled are part of the component.
ATOMS · BUTTONThree kinds, four states each. Hover, pressed and disabled are part of the component.
MOLECULES · CARD. Four surfaces, two elevations. The same card carries a method, a client or a tool.
MOLECULES · CARDFour surfaces, two elevations. The same card carries a method, a client or a tool.
FOUNDATIONS · 20 ICONS. One stroke, one tile. Each icon is a component, used in cards, list rows and the mega menu.
FOUNDATIONS · 20 ICONSOne stroke, one tile. Each icon is a component, used in cards, list rows and the mega menu.

06 · One illustration language.

TEN RENDERS · BRIEFS BEFORE STYLE
RENDERED SET · 01 OF 10. Four horizons, one core, brackets as limits. The home page hero.
RENDERED SET · 01 OF 10Four horizons, one core, brackets as limits. The home page hero.
RENDERED SET · 02 OF 10. A stratified block and its result sheet, held in a clamp.
RENDERED SET · 02 OF 10A stratified block and its result sheet, held in a clamp.
RENDERED SET · 03 OF 10. One core, four increments, against a measuring grid.
RENDERED SET · 03 OF 10One core, four increments, against a measuring grid.
RENDERED SET · 04 OF 10. Field rows curving into a report.
RENDERED SET · 04 OF 10Field rows curving into a report.
RENDERED SET · 05 OF 10. A cut of soil with a card inside the brackets.
RENDERED SET · 05 OF 10A cut of soil with a card inside the brackets.
RENDERED SET · 06 OF 10. A gridded field with the globe behind it.
RENDERED SET · 06 OF 10A gridded field with the globe behind it.
RENDERED SET · 07 OF 10. Map layers stacked between brackets.
RENDERED SET · 07 OF 10Map layers stacked between brackets.
RENDERED SET · 08 OF 10. Sample cores under a data sheet.
RENDERED SET · 08 OF 10Sample cores under a data sheet.
RENDERED SET · 09 OF 10. A validation plot: points against a line.
RENDERED SET · 09 OF 10A validation plot: points against a line.
RENDERED SET · 10 OF 10. A return curve with its sample markers.
RENDERED SET · 10 OF 10A return curve with its sample markers.

THE METHOD

Briefs before style.

Each figure began as an information brief: what must be present, what data it encodes, and where the layout attaches its labels. A vector master fixed the geometry. Only then was it rendered. Umber holds the shadows, ferric carries the soil and the action, gley carries the data. The brackets of the mark come back as objects: a frame, a clamp, a cut.

SCALEPROMPTS FOR 51 PLACEMENTS SIT IN THE BRAND SYSTEM, SO THE SET CAN GROW WITHOUT DRIFTING

07 · Twenty-three pages. One way in.

INFORMATION ARCHITECTURE · EIGHT PAGES DESIGNED AT 1440

THE SITEMAP · HOME AND 23 PAGES

Five groups. Eight pages designed, sixteen specified.

  • HomeSoil carbon, quantified to a verifier’s standard.
  • SolutionsDesigned: Seqana Precision Layer.
  • ClientsDesigned: Carbon project developers, Where we work.
  • Our scienceDesigned: How the measurement works.
  • ResourcesDesigned: EONS Calculator.
  • CompanyDesigned: About, Feasibility Assessment.

FILLED: DESIGNED AND IN THE PROTOTYPE, 8. OUTLINED: SPECIFIED, 16.

CONVERSION ARCHITECTURE

One fork, one first step.

  • ONE FORKAgrifood companies and project developers part ways under the hero. Each path keeps its own vocabulary, proof and pace.
  • ONE WAY INEvery page ends on the Feasibility Assessment: fixed price, two to three weeks, a decision at the end.
  • TOOLS BEFORE TALKThree calculators, free, no email required. Competence is proven before contact.
  • THE ERROR, SHOWNThe uncertainty interval is drawn on the page, not described.
NAVIGATION · MENU OPEN. Five panels. Each one pairs its pages with one piece of proof.
NAVIGATION · MENU OPENFive panels. Each one pairs its pages with one piece of proof.
ORGANISM · FOOTER. Every page of the site, the seven methodologies it complies with, and the first step again.
ORGANISM · FOOTEREvery page of the site, the seven methodologies it complies with, and the first step again.
HOME AT 1440 · 1 OF 4. The claim, then the fork: two kinds of client, two economics.
HOME AT 1440 · 1 OF 4The claim, then the fork: two kinds of client, two economics.
HOME AT 1440 · 2 OF 4. The position in one paragraph, then three counted numbers.
HOME AT 1440 · 2 OF 4The position in one paragraph, then three counted numbers.
HOME AT 1440 · 3 OF 4. The footprint as a real map, then how the method works.
HOME AT 1440 · 3 OF 4The footprint as a real map, then how the method works.
HOME AT 1440 · 4 OF 4. Four offers by phase, one fixed price first step, the footer.
HOME AT 1440 · 4 OF 4Four offers by phase, one fixed price first step, the footer.
FOR PROJECT DEVELOPERS. Claimable tonnes against cost per hectare. Two levers, one page.
FOR PROJECT DEVELOPERSClaimable tonnes against cost per hectare. Two levers, one page.
SEQANA PRECISION LAYER. The uncertainty interval, drawn: conventional against the Precision Layer.
SEQANA PRECISION LAYERThe uncertainty interval, drawn: conventional against the Precision Layer.
OUR SCIENCE. Methods, validation and compliance, written for the verifier.
OUR SCIENCEMethods, validation and compliance, written for the verifier.
WHERE WE WORK. The footprint as a map, with the country list beside it.
WHERE WE WORKThe footprint as a map, with the country list beside it.
FEASIBILITY ASSESSMENT. The first step, sold on its own: fixed price, two to three weeks, a decision at the end.
FEASIBILITY ASSESSMENTThe first step, sold on its own: fixed price, two to three weeks, a decision at the end.
EONS CALCULATOR. A free tool, no email required. Competence proven before contact.
EONS CALCULATORA free tool, no email required. Competence proven before contact.
ABOUT. The mission, then the people: founders and the science team by name.
ABOUTThe mission, then the people: founders and the science team by name.

THE PROTOTYPE

Eight pages, wired.

The navigation opens its five panels on hover. Cards lift and their illustrations grow by a fifth. Sections rise 48 px and fade in as they enter. The numbers count up. The hero figure floats. Each behaviour is its own component, kept apart from the page designs so the pages stay clean.

FIVE COMPONENT GROUPSNAVIGATION · HOVER CARDS · REVEAL ON SCROLL · COUNTERS · HERO MOTION

08 · Found by a search engine. Quoted by a model.

SEARCH AND AI VISIBILITY SPECIFICATION
  • WHAT A SEARCH RESULT SHOWED · 6 OCTOBER 2026
    seqana.com

    Seqana GmbH Homepage

    Seqana provides the scientific foundation for measuring soil health with a focus on soil organic carbon (SOC). Our advanced, satellite-based solutions help clients navigate evolving standards and measure their SOC sequestration.

    NO CLAIM IN THE TITLE. THE BLOG PAGE WAS TITLED “BLOG”.

  • PROPOSED
    seqana.com

    Seqana · Soil carbon MRV, co-authors of Verra’s VM0042 v3

    The scientific foundation for measuring soil organic carbon. 1.8M hectares, 25 countries. Sampling design and digital soil mapping to VM0042 v3.

    ONE CHANGE SEQANA CAN MAKE TOMORROW, WITH OR WITHOUT US. IT COSTS NOTHING, AND IT IS TRUE.

ANSWER ENGINE RULES

Write so a model can lift a sentence and cite it.

  • ANSWER FIRSTEach page opens with one declarative sentence that answers its query and names Seqana.
  • NAME THE ENTITYAlways “Seqana”, never “we”, in the first sentence. Terms spelled out on first use.
  • NUMBERS WITH UNITSSpecific figures get cited. Vague claims do not. Every statistic is written to be quoted with its unit.
  • RENDERED ON THE SERVERA unique title and description per route, one H1, a canonical tag, a sitemap, and llms.txt at the root.
LLMS.TXT · DRAFT, FIRST LINES
# Seqana

> Seqana is a Berlin-based soil carbon MRV specialist. It designs measurement strategy, statistical sampling and precision enhancements for soil organic carbon (SOC) projects, for agrifood companies and carbon project developers.

## Solutions
- MRV Blueprint
- SOC Potential Analysis
- SOC Sampling Design
- Seqana Precision Layer

## Reference
- Our Science
- Methodologies
- Glossary
- How to evaluate soil carbon MRV

## Tools
- EONS Calculator: free, no email required

09 · The brand, in use.

15 SURFACES DESIGNED · THEN RENDERED
RENDER · REPORT COVER. The project report, on the soil it describes.
RENDER · REPORT COVERThe project report, on the soil it describes.
RENDER · VERIFIER MEETING. Dashboard, report, certificate and a core, on one desk.
RENDER · VERIFIER MEETINGDashboard, report, certificate and a core, on one desk.
RENDER · SAMPLING DESIGN DASHBOARD. Strata, sample counts and field cost for one cohort.
RENDER · SAMPLING DESIGN DASHBOARDStrata, sample counts and field cost for one cohort.
RENDER · SOCIAL POST. A methodology post on a phone, beside a labelled core.
RENDER · SOCIAL POSTA methodology post on a phone, beside a labelled core.
RENDER · VERIFIED ESTIMATE. The certificate: a figure, its uncertainty and its method.
RENDER · VERIFIED ESTIMATEThe certificate: a figure, its uncertainty and its method.
RENDER · LAB BENCH. Five cores in a tray, each tagged.
RENDER · LAB BENCHFive cores in a tray, each tagged.
RENDER · SURVEY FLAGS. Field markers carrying the mark.
RENDER · SURVEY FLAGSField markers carrying the mark.
RENDER · EONS CALCULATOR. The sample size tool, on a phone in the field.
RENDER · EONS CALCULATORThe sample size tool, on a phone in the field.
RENDER · FIELD SIGN. Sampled, with the year.
RENDER · FIELD SIGNSampled, with the year.
RENDER · CORE TAG. A sample tagged with stratum and depth.
RENDER · CORE TAGA sample tagged with stratum and depth.
RENDER · FIELD JACKET. The monogram as a patch. The line on the sleeve.
RENDER · FIELD JACKETThe monogram as a patch. The line on the sleeve.
RENDER · CAP. The monogram, stitched.
RENDER · CAPThe monogram, stitched.
RENDER · LAB NOTEBOOK. A field record, set in the mono face.
RENDER · LAB NOTEBOOKA field record, set in the mono face.
RENDER · ENAMEL PIN. Ferric, with the mark reversed.
RENDER · ENAMEL PINFerric, with the mark reversed.
RENDER · BOTTLE. The mark, engraved.
RENDER · BOTTLEThe mark, engraved.

HOW THEY WERE MADE

Artwork first, scene second.

Every surface was designed flat, at its real size, on the design system. Each scene was then written as a prompt: object, material, light and camera. Soil is the stage in all of them, so the brand is always shown on the thing it measures. The scenes are rendered images, not photographs.

THREE SETSSOCIAL AND DOCUMENTS · REAL WORLD · MERCH AND FIELD KIT

What this case shows.

THREE THINGS TO CHECK ON YOUR OWN COMPANY
01

Read your own words first.

Seqana had already written its position, in three posts. Most technical companies have. Start there, not with a mood board.

02

Measure before you redesign.

A dated audit turns opinion into a list. Seventeen pages, six tests, every figure reproducible in a browser.

03

Look like the thing you are.

If you are the instrument, a platform’s colours work against you. The palette is a strategic decision.

ONE QUESTION

Does your home page make the strongest true claim your company owns?

If the claim sits in a blog post, that is the first fix. It costs nothing, and it is true.

SITE TEARDOWN

Send your site. We name the first fix.

One line about where you are going is enough. The reply comes back in writing. No call needed.

Send for a teardown
Or book a 30 minute call