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04Work / Case study
Unibio
Reframing a fermentation technology company around the protein product its next stage depended on.
- Situation
- Repositioning
- Audiences
- Investors, feed producers, partners
- Leadership involved
- CEO, COO, CTO
- Work
- Strategy, narrative, identity, web, video, launch
Situation
Unibio’s story was highly technical. It reached scientists and lost the investors, feed producers and partners who needed to understand the product.
Technology before product
The narrative led with gas fermentation. The next audiences needed the product.
Different entry points
Investors needed the scale of the opportunity. Feed producers needed to see the product in practice.
A brand behind the business
The company was moving into industry applications. Its identity had stayed with the science.
The shift
Lead with protein. Let the technology prove it.
We repositioned Unibio around the protein product and used the technology as the evidence behind it.
What we did.
- 01
Leadership workshops
Workshops with the CEO, COO, CTO and leadership team to set direction, vision, mission and values.
- 02
Story and messaging
A tone of voice that keeps the science credible and the product easy to grasp, carried into press, web and collateral.
- 03
Identity and website
A visual identity for the next stage, and a website built around education, partnerships and investment.
01Identity
02Website
03Story and launch
What it gave the team.
- 01
One proposition across leadership and communications.
Identity, messaging and website tell one consistent story for the company’s next phase.
- 02
Technology explained through the protein product.
The messaging explains gas fermentation through its practical use in protein production.
- 03
A clearer account for each audience.
The leadership team has a clearer way to explain the direction, product and value to investors, partners and feed producers.
“From day one, the team at Brighter Future was ‘all in’
...working closely with us to define our new vision, mission, and values. This process evolved into a bold new identity and digital experience that perfectly captures and expresses Unibio. The results have exceeded our expectations, and we are very pleased with the outcome.”
CEO, Unibio
From the Library
David Henstrom on how Unibio began