Erik Mashkilleyson

Work / Elmery

Elmery

Every gram back in play.

Client
Elmery
Project
Brand and UX strategy
Year
2025
Sector
Critical metals recovery
My role
Brand and UX strategy
Themes
Sustainability, Technology, Future systems
Sheet
07
Fig. 01
Elmery website hero with glowing particles and the line Smarter metal recovery is a pulse away.
The website carries the strategy into product understanding and enquiry.

I developed the brand and UX strategy for a technology company recovering critical metals from industrial side streams, with the mission “Every gram back in play” at its core.

01 System

Finding value in the flow of industry

Critical metals underpin the technologies and infrastructure on which modern industry depends. Keeping those materials in circulation has implications for resource availability, supply chains and the practical economics of recovery.

Elmery’s technology works within that system. Its pulse-based process selectively recovers metals from industrial liquid streams. The communications challenge was to connect the technical method with a clear reason for customers, partners and investors to care.

Fig. 02
Brand core slide: Pulse. Precision. Predictability.
Pulse, Precision and Predictability connect the technology with its customer value.

02 Story

A strategy built around the outcome

I developed the brand and UX strategy around the value of bringing useful metals back into circulation. “Every gram back in play” gave that ambition a direct, tangible expression. A gram is small enough to imagine; the mission scales across the industrial systems in which Elmery operates.

The brand core connected three ideas: Pulse, Precision and Predictability. Pulse described the technology. Precision expressed the selective recovery capability. Predictability connected the proposition to the operating priorities of industrial customers.

Together, these ideas gave the company a framework for explaining how it works and why that matters.

Fig. 03
Mission slide: Every gram back in play.
The mission gives industrial metal recovery a tangible human scale.

03

Taking the strategy into the experience

The final brand strategy was completed in May 2025, followed by the identity and website. My UX contribution connected the brand story to the information audiences needed to understand the technology and consider its relevance to their own operations.

The experience needed to make the relationship between process, application and value clear. That meant giving people a way to understand the method, see where it applies and move towards a more detailed conversation.

04 Society

A public mission for the business

“Every gram back in play” is now publicly used as Elmery’s mission. The work gave the company a coherent way to communicate its role in keeping critical materials circulating through industry and supporting more resilient supply chains.

My role

Brand and UX strategy.

What we created
  • Brand strategy
  • Mission: “Every gram back in play”
  • Brand core: Pulse, Precision, Predictability
  • UX strategy for the website
Impact
  • “Every gram back in play” is publicly used as Elmery’s mission.