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A new organisation introducing a new investment thesis focused on the adaptation economy needed it to land as a credible opportunity for institutional investors, development banks, and policymakers - in a politically sensitive space where the wrong tone could undermine credibility. Two flagship knowledge product launches at COP and Davos were approaching, and the communications needed building from the ground up.
Joined as part of Morphosis's marketing team and built the full communications layer - website, visual identity, social media messaging, social media content, explainer video, and both flagship launch campaigns at COP30 and Davos.
64
Countries reached, with a stream of enquiries from target organisations across both launches.
41%
Share of traffic from organic search, up from 5% within five months of launch.
32%
LinkedIn followers at Director level or above, with engagement rates 5-6x industry benchmark
Morphosis invests in adaptation solutions and advises states and institutions on the adaptation economy. Their flagship knowledge products - the Adaptation Economy Framework and the Adaptation Economy Index - are shaping how institutional investors, development banks, and policymakers understand climate adaptation as an investment opportunity. Founded by Simon Zadek, former CEO of NatureFinance and Senior Advisor to the TNFD, with previous roles across the UN and G20, and Niall Murphy, a serial technology entrepreneur and WEF Global Innovator with multiple successful exits, Morphosis operates across finance, policy, and technology.
Morphosis needed a brand that institutional investors and private capital would take seriously - but the wrong direction could tip the organisation toward impact investing or philanthropic territory. Adopter worked through multiple visual directions before landing on an identity that carried credibility across investors, development partners, and policymakers.
The website build ran alongside the branding work. From first wireframe in late August to live in early October, with the original November deadline pulled forward. At the same time, Adopter was developing the messaging framework, building out audience-segmented content aimed at development banks, institutional investors, and policymakers, and taking over the LinkedIn content pipeline and posting from September.
By mid-October, Morphosis had a new website, a visual identity, an active social media presence, and a messaging framework. All built by one team who had been in the workshops, on the partner calls, and deep enough in the subject matter that Morphosis could hand work over and have it come back right.
"Getting the visual identity right for Morphosis - an insight-led investment business for a climate-impacted world of 1.5 degrees C and beyond - was tricky. We needed a brand and website that felt credible to institutional investors, private capital and the policy community without tipping into philanthropic or impact investing territories, or looking too academic. Adopter worked through that with us properly. They understood that in our space, if the design doesn't carry the right weight, people don't engage with the content.
The website refresh gave us something that genuinely works across the board - investors, development partners, the wider ecosystem - and the visual assets they built carry through consistently into social media, campaigns, and the product launches. There's a coherence to it now that we didn't have before, and that's made a real difference to how Morphosis is perceived." - Niall Murphy, Founder & Managing Partner, Morphosis
With the website live, attention turned to COP30. Morphosis was about to introduce the Adaptation Economy Framework - a concept aimed at reshaping how institutional investors and development banks think about climate adaptation. It needed a dedicated landing page, a coordinated launch campaign, and an explainer video, all built on a compressed timeline.
The campaign targeted investors, development finance institutions, and policymakers directly - with content sequenced across pre-launch, launch, and follow-up, and a social media pack built for partner organisations to amplify to their own networks. Adopter coordinated across Morphosis's partners, managed the messaging, and produced the explainer video that was presented at COP as an introduction to the adaptation economy.
When the Adaptation Economy Framework launched at COP30, development banks, institutional investors, foundations, and government bodies visited the site from over 25 countries - the audience segments the campaign had been built to reach. During COP, the campaign attracted the attention of multiple investors, policymakers, and economists which led to an invitation to a panel at a high profile event.
"Adopter came on board close to Morphosis' inception, right in the run-up to COP30, when we landed a critical piece of intellectual property and thought leadership, the Adaptation Economy Framework. They felt like part of our core team - they understood the material, they were in our calls, and when we handed something over it came back right. We didn't have to re-explain the context or chase things down. When you're launching flagship products at COP and Davos, that was massive for us.
The scope was broad - website, visual identity, social media, video, campaigns, and both of our flagship product launches at COP30 and Davos. Across all of that, they brought real subject matter expertise and the judgement to know what mattered strategically at each stage. I'd strongly recommend them to any purpose-driven investor or solution business operating in a complex or emerging space." - Lucy Oulton, Partner, Morphosis
The Adaptation Economy Index launched at the World Economic Forum in Davos weeks later - a second flagship knowledge product, this time with a campaign built over seven weeks of layered content aimed at the investor and policy audience attending Davos.
Morphosis's team was stretched across investment, advisory, and partnerships, so the content programme was structured to minimise their input - Adopter drafted most content independently, bringing in the Morphosis team only where expert framing or multi-partner sign-off was needed. The Index campaign drove engagement rates above 12% and index downloads from development finance institutions, academic bodies, and investment organisations attending or following Davos.
After Davos, the engagement settled into a steady rhythm - weekly meetings, ongoing LinkedIn management, ad hoc website updates, and continued refinement of the messaging as the geopolitical and economic landscape around climate adaptation shifted. Adopter continued to work ahead. A steady stream of visitors from development banks, institutional investors, and foundations kept arriving through organic search, alongside inbound enquiries from target organisations.
"The Adaptation Economy is not a simple story to tell - it cuts across finance, policy and technology, and our audience includes policymakers, investors, and development partners globally. Adopter understood the substance well enough that we could hand work over without having to re-explain the fundamentals each time. That's rare with communications partners, and it meant we could focus on the ideas rather than managing the process.
They shaped the communications around the launches of both our flagship knowledge products - the Adaptation Economy Framework at COP30 and the Adaptation Economy Index at Davos - and brought thoughtful challenge throughout, which I think is important. Adopter helped us land a complex proposition clearly, with intellectual integrity, at moments that really mattered for the organisation." - Simon Zadek, Founder & Managing Partner, Morphosis
Morphosis went from invisible on Google to reaching development banks and institutional investors across 64 countries - in under five months.
Development banks, institutional investors, professional services firms, government bodies, and academic institutions were identified visiting the site during and after both launches.
32% of LinkedIn followers hold Director-level positions or above. The top follower locations - London, Geneva, Zurich, New York, Washington DC, Lausanne, Paris - map onto the world's major climate finance and policy centres. Top follower industries include financial services, environmental services, business consulting, and international affairs.
"Adopter came on board close to Morphosis' inception, right in the run-up to COP30, when we landed a critical piece of intellectual property and thought leadership, the Adaptation Economy Framework. They felt like part of our core team - they understood the material, they were in our calls, and when we handed something over it came back right. We didn't have to re-explain the context or chase things down. When you're launching flagship products at COP and Davos, that was massive for us. The scope was broad - website, visual identity, social media, video, campaigns, and both of our flagship product launches at COP30 and Davos. Across all of that, they brought real subject matter expertise and the judgement to know what mattered strategically at each stage. I'd strongly recommend them to any purpose-driven investor or solution business operating in a complex or emerging space."
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