Challenge
Lignol is undertaking the development of biorefineries for the
production of fuel-grade ethanol and biochemicals from Canadian forests
and vast supplies of biomass feedstocks. The company had acquired and
modified a solvent-based pre-treatment technology that was originally
developed by a subsidiary of General Electric. To assist in raising
funds to commercialize the technology and build its first plant, Lignol
needed to develop its own brand identity.
Action
NextPhase was contracted to create a new brand image that
effectively communicated Lignol’s unique value proposition. Initial
items included stationery, a corporate brochure, presentation folder,
PowerPoint presentation and website. In the next phase, we augmented the
program with further tactics including magazine ads, trade show
displays, and public relations campaign to create industry awareness.
Results
The first phase of the branding assisted Lignol in successfully
going public and raising $4.5 million. The funding enabled Lignol to
assemble a team of experts and build a Cellulosic Ethanol Development
Centre with a pilot plant to showcase its technology. The second phase
assisted the company in raising over $20 million ($14 million in
financing and over $8 million in grants). The company also successfully
signed joint venture working relationships with HA International, Suncor
and Weyerhaeuser.
Website produced by NextPhase Strategy www.lignol.ca
