Aurora Biofuels
Client: Aurora Biofuels
Sector: Bioengineering, Renewable Energy, Synthetic Biology
Project: Strategic repositioning and rebrand for a next-gen algae biofuel company
🔹 The Challenge
Aurora Biofuels had cutting-edge algae technology—but a dated brand. Originally spun out of academia, the company needed to shed its “lab coat” image and reposition itself as a serious commercial player in the competitive renewable fuels space. With new funding, a new CEO, and major scientific breakthroughs underway, they needed a full narrative reset—aimed at investors, media, policymakers, and future talent.
🔹 The Strategy
I led a complete communications overhaul to reposition Aurora as a biotech-forward fuel innovator—not another algae farm. We reframed their story to emphasize biotechnology, process engineering, and climate relevance, departing from the conventional “green pond” imagery that defined the category.
Working closely with the team, I developed key messaging and brand language, then applied it to a newly redesigned website that reflected Aurora’s maturity, ambition, and technical edge.
We launched the new brand alongside key corporate milestones: a new CEO, successful funding round, and a scientific breakthrough that validated their differentiated approach. Together, these announcements formed a cohesive arc of momentum and maturity.
🔹 The Outcome
Rebranded the company, elevating it from academic startup to commercial innovator
Developed biotech-centered messaging that resonated across energy, science, and finance audiences
Secured national and industry coverage in outlets including The New York Times, NOVA, CNET, and Greentech Media
Helped Aurora rise to #30 in Biofuels Digest’s international ranking of the most promising advanced biofuel companies
Generated renewed attention from investors, elected officials, and global press—positioning Aurora for future partnerships and growth
