Hutan was selling Indonesian rainforest carbon credits to the wrong audience — eco-NGOs, not the corporate sustainability teams writing the actual purchase orders. We rebuilt the brand around EU taxonomy language and procurement-team workflows.
Hutan had a serious portfolio: verified rainforest preservation projects across Sumatra and Kalimantan, audited credits, and on-the-ground partnerships with indigenous communities. The website talked about all of it — passionately, in the language of conservation.
The buyers Hutan needed were sustainability procurement teams at European industrials. They didn't search for "rainforest hope." They searched for "EU taxonomy-aligned offsets," "Article 9 fund-eligible credits," and "CSRD reporting-ready carbon supply." Hutan's site contained none of those phrases. The buyers were going to competitors with worse projects but better vocabulary.
This wasn't a translation problem — it was a buyer-language problem. The conservation story stayed; we just put procurement-grade infrastructure underneath it.
Within six weeks, enterprise enquiries lifted 61%. More importantly, the source of inquiries shifted: instead of NGOs and curious individuals, the inbox filled with sustainability directors at European manufacturers and asset managers running Article 9 funds.
Hutan closed three multi-year offtake agreements in Q2 — none of which required cold outreach.
A repositioned brand and procurement-ready digital presence in 28 days.
Identified the exact procurement vocabulary used by EU sustainability teams and mapped it to Hutan's project portfolio.
Rebuilt around due diligence, methodology disclosures, and verification — all accessible without a sales conversation.
Six-market keyword research targeting Article 9 funds, CSRD-aligned offsets, and corporate ESG procurement queries.
Structured data on credit types, vintages, and methodology so AI tools used in procurement research surface Hutan accurately.
"We weren't selling a different product. We were just finally describing it the way the buyer thought about it."