Work / Case study

Unibio

Lead with protein. Let the technology prove it.

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.

Strategy
Proposition
Messaging
Identity
Website
Video
Launch

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.

What happened next

Unibio launched its new identity on 16th December 2024. The announcement said the mission, vision, values and identity work was “carried out in close collaboration with Aaron Leaman and the Brighter Future team”.

“His ability to refine and sharpen our message and communicate our story has been invaluable.”

David Henstrom, CEO, Unibio, on Aaron C. Leaman in the launch announcement

Unibio has since formed a joint venture with Saudi Industrial Investment Group to develop what the company describes as the world’s largest single-cell protein plant, in Saudi Arabia.