Edeniq and Saatchi S: a Match Made in…Eden?by Caroline Teng on July 12, 2012
Since the beginning of 2012, Saatchi & Saatchi S has been working with an innovative biofuels and biomaterials technology company called Edeniq (pronounced ee-DEN-ik) on a strategic communications plan to prepare it for leadership in a burgeoning industry. Edeniq has been relatively quiet since its founding in 2008 and CFO Scott Jansen approached Saatchi S with the challenge of building brand equity and differentiating the company in a fast-growing and competitive, yet largely misunderstood, industry. Indeed, Edeniq is at a pivotal moment in its scale-up and calls 2012 its “year of milestones,” which signals its big push to double in size, prove out its biorefinery-optimization technologies, start generating buzz, and show that it indeed deserves a spot amongst the other bioenergy heavy-hitters.
Our work for the first half of the year—which included aligning on Edeniq’s purpose, beliefs, and vision—culminated two weeks ago. At an event at the Edeniq Visalia headquarters, the company officially launched its Department of Energy-funded cellulosic pilot plant and a new Saatchi S-designed brand identity (including a revamped logo and website). The event also included panel discussions with representatives from the U.S. Department of Agriculture, the California Energy Commission, the venture community, and Edeniq’s current customers on the future of sustainable fuels and the importance of transitional innovations such as those that Edeniq provides.
What I personally think is so great about working with Edeniq is that we’re helping to grow and improve a company that is providing a tangible solution right now to a pressing need: to usher in new, more sustainable methods of making petroleum alternatives without completely jettisoning existing infrastructure and investment. This pragmatism towards renewable energy is refreshing, and we’d all benefit from more companies like Edeniq that will embrace incremental change and act now.
Edeniq is at the beginning of its sustainable business journey, and it’s very promising to work with an earlier-stage company that values building a resilient brand and culture in addition to building a resilient business. As we move into the second half of the year we will be helping Edeniq explore its strategic relationships with industry groups and NGOs, as well as engaging its employees to help champion the company. On behalf of the Saatchi S Edeniq team, I can say that we’re very excited to be part of the journey.