Arctura wind

Propelling a mission-driven wind tech company to market.

Arctura is transitioning from their Research and Development phase to marketing their technology. We helped them rename, reposition, and rebrand to connect with future customers and partners.

challenge

Like many early-stage technology companies, Arctura has spent their time and resources developing innovations in wind energy. As they prepared to enter the next phase of business, they realized a competitor with a similar name was a risk for market confusion. This is an opportunity to not only change their name, but also differentiate themselves for a position of strength.

INSIGHTS

Early-stage companies often evolve rapidly as they seek a clear market fit, and many entrepreneurs and leaders need to spend more time clarifying their evolving vision, so the whole team knows who they are and where they are going. Rapid change presents an opportunity to make necessary business upgrades and find their breakthrough, rather than maintain the status quo.

OUTCOME

We used a collaborative vision exercise to help the Arctura team find a renewed and realigned purpose. As a result, the team is even more excited and confident about their work, and this excitement carries over into their brand. Together they are ready for the next phase of growth: successfully taking their innovative products into a competitive market.

“The Giant Shoulders process brought everyone in the company together and helped us to evaluate our company goals and values. We emerged with a clearer sense of direction and purpose, a strong foundation and confidence in our mission, and motivation for everyone to achieve our goals.”

Neal Fine, Founder & CEO of Arctura Wind

01 / BRAND STRATEGY

Clarifying the Internal Values, Vision, and Mission

For the past few years, SBIR grant recipient Arctura (formerly Aquanis) has been developing innovations for more efficient wind farms and turbines, and now they are entering the product launch phase of their business. When they discovered a competitor had a similar name, the leadership reacted not just to change their name, but saw it as an opportunity to renew the vision, mission, and brand. Most importantly, they saw it as an opportunity to bring the entire team to be on board.

Using our Brand Action System and workshops, we brought together the whole team to clarify their vision, build consensus, and renew a sense of mission throughout the company. This collaborative process allowed individual team members to co-create a vision they could all get excited about, making them a stronger, internally aligned company.

02 / VISUAL BRANDING

Creating Visual Branding that connects with future customers and partners

A large part of Arctura’s renewal was finding a new name that would connect with future customers and highlighting what sets them apart in the renewable energy sector. From there, we used the same strategy to develop a visual brand that highlights their key differentiator: a mission-driven approach to making renewable energy more affordable.

The website is a cornerstone for any company’s digital presence, the place where companies can fully control how their story is told. We designed a website built around Arctura’s mission and optimized it for this specific time in their lifecycle, setting them up to successfully turn their innovative research into impactful products.