Growing a reputation for engineering excellence.
Lontra, a fast growing Midlands firm licensing IP to technical and commercial partners, approached us as a small firm on the cusp of success. Having secured patents for their novel compressor design they were looking to move from concept to sales.
This fast growing Midlands firm licensing IP to technical and commercial partners, faced a challenge to live up to the potential of their idea, needing to convince potential licensees that a small firm of five people had succeeded in unlocking a 20% energy efficiency gain in a crucial piece of engineering technology where far larger R&D teams could deliver just 1-2%.
Helping Lontra quadruple in size in four years
Following an audience insight programme we recognised that the firm needed to break with its homespun image and eco-messaging to redefine itself as a brand at the cutting edge of technology. Green was seen as a by-word for expensive amongst potential buyers, so we shaped a new brand identify and messaging that focused on lower maintenance costs, and efficiency gains. A key recommendation was the adoption of an “Intel Inside” clause for licensed products, something that has kept their name front of mind for future licensees.
Personal profiling for Steve Lindsey, the founder of Lontra, has formed an important part of the programme, with headlines such as “Designer hailed as next Dyson” driving up brand recognition and opening the doors to new business opportunities. On the back of a profile in the Sunday Times, we helped secure an invitation from the Office of the Prime Minister to appear as one of the UK’s leading CEOs. In all we have secured page profiles for Steve in the Daily Telegraph, Financial Times, Daily Mail, Times and multiple broadcast appearances.
Since helping Lontra to strike its first global licensing deal, we have consistently supported the business, most recently securing widespread national and trade coverage for the exciting announcement of a £65 million investment in an onshore manufacturing line in Coventry.
As the business expands, we have steadily set out concept white papers, first design and pilot installation articles across key global trade titles, establishing strong relationships with key trade editors. In all we have reached 153 key business decision makers for every marketing pound spent, and helped the business quadruple in size over the past four years.
This was a
Project for Lontra