Strategic creative for carbon capture: supporting Heidelberg Materials UK lead the net zero cement movement

Over the past three years, Michon has had the privilege of partnering with our longstanding client, Heidelberg Materials UK, to support one of the UK’s most ambitious industrial decarbonisation projects – the pioneering Padeswood Carbon Capture and Storage (CCS) facility in north Wales. Working with them from early stages of consultation through to national media exposure, we’ve been engaged at every point as a strategic creative partner guiding how the project is positioned and communicated.

Our role from public consultation to Final Investment Decision

We’ve been involved from the very beginning – developing bilingual consultation materials, a CCS process animation, webinar slides and community-facing communications that set the tone for the project’s launch. As the project has progressed, we’ve been delivering maps, diagrams, process illustrations and design templates to ensure creative and communication consistency across all platforms.

When the government’s Final Investment Decision (FID) was approaching, we were able to support further, leading art direction for an on-site shoot and creating a promotional social video from creative concept through to editing and animation. We also designed a full suite of media pack assets for press and broadcast outlets, helping to effectively communicate the significance of the project.

Delivering assets for national media and public engagement

In the week following the FID announcement, major national media, including Channel 4, used the materials we created to bring clarity and visual impact to technical messaging. The level of exposure underscores the important role that strong creative storytelling plays in bridging industrial ambition and public understanding.

Strategic and creative leadership across a complex programme

Throughout, we’ve been the lead creative and strategic partner – and while it’s taken expertise from a wider team, our role has been to shape the narrative, guide creative direction and ensure consistency across every public-facing touchpoint. Working closely with Heidelberg Materials’ PR team, we’ve contributed to strategic planning, messaging alignment and the overall communications architecture.

The journey is far from over. With the CCS facility due to begin operations in 2029 and more exciting developments in the pipeline, there’s more narrative to tell. We continue to support campaign planning, asset creation and strategic rollout and are excited to keep telling the story of this world-leading initiative as it progresses.

At Michon, we specialise in helping industrial, infrastructure and sustainability-focused organisations communicate complex projects clearly and credibly. If you’re leading a net zero initiative and need a creative partner that understands your world, get in touch, we’d love to hear from you.