An upstream approach to cement decarbonization
CURA Unveils New Visual Identity Powered by Yugen Agency To Electrify Decarbonized Cement
Calgary, Alberta — March 27, 2026 — CURA Climate Inc. (“CURA”), a Canadian climate technology company electrifying cement production, today announced the launch of its refreshed brand identity and new website, developed in partnership with Yugen Agency, a UK-based creative agency specializing in climate technology.
The rebrand marks a significant milestone for CURA as it advances the commercialization of its electrochemical process to produce low-carbon cement and lime — a technology designed to eliminate emissions from one of the world’s hardest-to-abate
industries.
Cement production accounts for nearly 8% of global CO₂ emissions. CURA’s approach replaces conventional fossil-fuel-driven calcination with electricity, producing decarbonized calcium hydroxide and a concentrated CO₂ stream suitable for utilization or storage. As the company moves from laboratory validation to pilot and commercial deployment, a clearer and more compelling articulation of its technology and vision has become increasingly critical.
“We’re building something deeply technical, but the impact is simple: decarbonizing one of the largest industrial sectors in the world,” said Erin Bobicki, CEO at CURA. “We needed a brand that reflects both the ambition and the clarity of that mission. Yugen helped us get there.”
Yugen is a climate tech–focused creative agency based in the United Kingdom, known for its work with high-growth companies across the energy transition. CURA selected Yugen for its ability to translate complex industrial technologies into clear, modern, and differentiated brand systems.
Rather than approaching the engagement as a conventional design project, Yugen worked closely with the CURA team to refine how the company communicates its technology, value proposition, and long-term vision.
“CURA is tackling one of the most important and challenging decarbonization problems,” said Matthew Gough, Head of Product at Yugen Agency. “Our goal was to build a brand and digital experience that reflects both the technical depth of their work and the scale of their ambition.”
The result is a new visual identity and website that positions CURA at the forefront of industrial decarbonization — combining technical credibility with clarity and accessibility for partners, investors, and policymakers.
The updated website showcases CURA’s electrochemical process, commercialization roadmap, and growing network of strategic partners across the cement, construction, and carbon management sectors.
“We wanted something that stood out,” added Bobicki. “Not just visually, but intellectually — a brand that simplifies complexity without losing rigor. Yugen brought that balance.”
The launch comes as CURA continues to scale its technology, with a pilot facility under development and partnerships spanning construction, materials, and carbon management industries.
To explore CURA’s new brand and website, visit:
About CURA
CURA is a Canadian climatetech company developing electrochemical solutions to reduce CO2 emissions from cement production. Its CURALYTETM-powered electrolyzer cuts emissions by up to 85% while lowering energy use and cost. Designed as a retrofit-ready solution, CURA’s technology integrates with existing feedstocks, infrastructure, and operations. The company’s founders are seasoned climatetech leaders, with experience in scaling technologies to reduce the CO2 emissions of industrial operations. CURA works with partners globally to accelerate the decarbonization of the cement industry.
Media Contact:
Megan Verchere, Director of Communications
About Yugen Agency
Yugen Agency is a UK-based creative agency focused on climate technology companies. The firm specializes in brand, digital, and storytelling for organizations working at the forefront of the energy transition and industrial decarbonization.
