Messaging
Client
Industrial Microbes
Image credit
Industrial Microbes
Industrial Microbes, a synthetic biology company, had developed a revolutionary bio-manufacturing process capable of converting greenhouse gases like methane into a range of net-zero chemicals.
They reached out to Maison Lafargue in 2023, to help articulate their positioning and messaging better, build a strong and differentiated brand, and establish their founders as industry thought leaders.
Over the course of a year, the partnership led to new branding, a refreshed website, a social strategy, numerous public speaking, and global business growth.
Challenge
The primary goal was to build a compelling messaging framework and refresh the brand to attract potential investors and partners. This objective expanded to include a comprehensive go-to-market strategy to enhance brand awareness, support the enterprise sales cycle, and establish a clear and authoritative market positioning.
Initiative
Messaging and brand narrative: Developed a new messaging framework that articulated the company’s mission to accelerate the transition to sustainable materials through their patented bio-manufacturing process.
Visual identity and website refresh: Introduced a consistent design system and updated the website to reflect the new brand narrative, making it more engaging for potential investors and partners.
Content strategy and marketing collaterals: Formulated a content strategy that emphasized thought leadership and the unique value proposition, leading to the creation of marketing collaterals, pitch decks, and conference presentations.
Social strategy: Implemented a social media strategy for the company and two co-founders, aimed at increasing awareness and engaging with a broader audience, resulting in new followers and enhanced brand visibility.
Lead generation: Produced key assets and announcements, including the ROI of Waste white paper, aimed at demonstrating the financial viability and environmental impact of Industrial Microbes’ technology to potential partners.
Awareness: Boosted the company’s presence and impact at industry conferences, helping to establish its leadership in the field of synthetic biology and sustainable materials.
Noah Helman, Ph.D., Co-founder and CEO, Industrial Microbes
“I've been super impressed with Veronique’s ability to gather up our complicated technology and translate it into useful assets for the company. Veronique works at a creative strategic level, she managed the entire process for us, rolled up her sleeves, and got real work product done in a very short time”
Impact
The rebranding and strategic marketing efforts culminated in a clearer and differentiated value proposition for Industrial Microbes, moving beyond product-driven messaging to establishing thought leadership in the industry.
The consistency in the visual identity and messaging across platforms improved brand recognition and coherence.
The focused lead generation efforts and ABM approach generated new opportunities for the business and deeper engagement with target accounts around the world.
Enhanced social media strategy and updated branding materials led to increased engagement, new followers, and more impactful conference presentations, further solidifying Industrial Microbes' position in the market.