Arctura wind

Propelling a mission-driven wind company to market.

Arctura is transitioning from their Research and Development phase to bringing their technology to market. 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 the company together and helped us to evaluate our goals and values. We emerged with a clearer direction and purpose, a strong foundation and confidence in our mission, and motivation for us to achieve our goals.”

Neal Fine, Founder & CEO of Arctura Wind

01 / BRAND STRATEGY

Clarifying the Internal Values, Vision, and Mission

Arctura (formerly Aquanis), a recipient of SBIR grants, has been developing innovations for more efficient wind farms and turbines. As they began to launch their products, they encountered a competitor with a similar name. Instead of simply changing their name, the leadership saw this as an opportunity to engage the entire team in clarifying and refining their brand.

Through our collaborative process, we helped them shape their vision, build consensus, and renew a sense of mission throughout the company. This allowed individual team members to co-create a vision that unified and excited them, ultimately making the company stronger and more internally aligned.

02 / VISUAL BRANDING

Connect & inspire future customers and partners

Powerful brands connect customers to their mission through a simple promise, a compelling narrative, and a memorable brand. For Arctura, we connect customers and partners with its key differentiator: a mission-driven approach to making renewable energy more affordable.

The brand, which includes the logo and patterns, is effortless and modern and evokes the simplicity of wind turbines.