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05Work / Case study
Unibio
Lead with protein. Let the technology prove it.
Unibio makes protein through gas fermentation. Its story reached scientists and lost the investors, feed producers and partners its next stage depended on.
- Situation
- Repositioning
- Audiences
- Investors, feed producers, partners
- Leadership involved
- CEO, COO, CTO
- Work
- Strategy, positioning, narrative, identity, website, investor presentation, launch
The problem
A science story for a protein business.
Unibio’s story led with gas fermentation, and it reached scientists.
The next audiences needed something else. Investors needed the scale of the opportunity. Feed producers needed to see the product in practice.
The company was moving into industry applications. Its identity still belonged to the lab.
The product had to come first.
The shift
Lead with protein. Let the technology prove it.
We put the protein product at the front of every message and made gas fermentation the evidence behind it. Each audience got its own way in.
The work
Set by the leadership, carried into every channel.
We led the engagement end to end, from the leadership workshops to the launch, including the identity, the website copy and the design.
- 01
Leadership workshops
The CEO, COO, CTO and leadership team set the direction, vision, mission and values, so the protein-first story came from the top.
- 02
Story and messaging
Origin, purpose and vision stories, and a tone of voice that keeps the science credible and the product easy to grasp, carried into press, web, the investor presentation and collateral.
- 03
Identity and website
An identity for a company moving into industry, and a website written around education, partnerships and investment.
“From day one, the team at Brighter Future was ‘all in’, working closely with us to define our new vision, mission, and values.”
01Identity
02Website
03Brand stories
04Investor presentation
What changed
A story the leadership could launch.
Unibio launched the new identity with a public announcement. It 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.”
Since the work
Unibio and the Saudi Industrial Investment Group announced a joint venture to build what they describe as the world’s largest single-cell protein plant, in Jubail.
Source AgFunderNews
Services in this workPositioning and Narrative Science Storytelling Launch Strategy
From the LibraryHow to Explain a Technical Product Without Oversimplifying It
