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ResGen

Rebrand and IPO launch for a chemical recycling startup bringing India one step closer to a circular economy.

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ResGen reforms plastic waste into low-sulphur fuel substitutes that power India’s transition to a regenerative economy.

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To generate buy-in, we needed to cut through a general sense of apathy born out of decades of tokenistic corporate greenwashing.

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Outfly’s strategy, design and growth teams combined to develop a brand that could stand up to scrutiny while also inspiring hope.

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The message was clear: through ResGen, ecosystems can regenerate back to life.

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The IPO overall oversubscribed by 250%, enabling ResGen to raise £2.7 million.

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ResGen reforms plastic waste into low-sulphur fuel substitutes that power India’s transition to a regenerative economy.

Image

To generate buy-in, we needed to cut through a general sense of apathy born out of decades of tokenistic corporate greenwashing.

Image
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Outfly’s strategy, design and growth teams combined to develop a brand that could stand up to scrutiny while also inspiring hope.

Image
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The message was clear: through ResGen, ecosystems can regenerate back to life.

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The IPO overall oversubscribed by 250%, enabling ResGen to raise £2.7 million.

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ResGen We all want to transition towards a more circular, sustainable future. But in reality, billions of people around the world still need plastic, and still use fuel. ResGen’s solution looked to tackle all of these issues at once, turning previously unrecyclable plastic into low-sulphur, high-calorie virgin oil that can be used as fuel or reformed into new plastic materials, through a circular and - most importantly - scalable model. When ResGen (then EcoJanitors) came to Outfly, they had a strong proof of concept, simultaneously addressing challenges that had, up until then, seemed mutually exclusive. However, they now faced a new challenge. In the lead up to their IPO, ResGen needed to generate investment and buy-in from a world that, after decades of tokenistic corporate greenwashing, had grown apathetic and sceptical towards regenerative initiatives. Outfly’s solution was to develop a resilient brand with a distinct market position, supported by best-in-class 3D animation, a new website, and a multi-channel marketing campaign targeting retail investors. First cab off the rank? Rebuilding ResGen’s brand from the ground up. Our strategy team kicked things off by drilling down into ResGen’s target customers and core values to understand their position in the market, followed by a naming workshop to move away from EcoJanitors. From here, we landed on ResGen. Using what we uncovered in the brandscape, our designers then set to work building the brand’s visual identity. After several iterations, we started working towards a brutalist approach, symbolically capturing the processing and recycling aspects of the business; seemingly disparate shapes that don’t fit together - but also do. This spoke to the random, incongruous pieces of rubbish ResGen is bringing together to form a singular efficient product. We continued refining this approach, crafting the ‘G’ icon and a bold green/white colour palette to reference the brand’s position in the regenerative economy. Then came the 3D — communicating ResGen’s highly technical solution in an accessible video that anybody could understand, inspiring hope through an emotive visualisation of plastic being removed from a natural scene. The message was clear: through ResGen, ecosystems can regenerate back to life. This video played a central role in the website — a central hub bringing together all of the key messaging and graphics that communicated ResGen’s game-changing proposition. Finally, our growth team developed a paid marketing campaign to support the IPO launch, promoting ResGen to retail investors on Twitter and Meta. In total, the campaigns spent $550 and gained more than 850,000 impressions, 2,000 link clicks, and 131 file downloads. After the IPO, retail investors oversubscribed by 380% and the IPO overall oversubscribed by 250%, enabling ResGen to raise its (capped) initial target of £2.7 million.
client ResGen
Type Strategy | Brand | Design | Communications | Marketing
year 2022
 
ResGen We all want to transition towards a more circular, sustainable future. But in reality, billions of people around the world still need plastic, and still use fuel. ResGen’s solution looked to tackle all of these issues at once, turning previously unrecyclable plastic into low-sulphur, high-calorie virgin oil that can be used as fuel or reformed into new plastic materials, through a circular and - most importantly - scalable model. When ResGen (then EcoJanitors) came to Outfly, they had a strong proof of concept, simultaneously addressing challenges that had, up until then, seemed mutually exclusive. However, they now faced a new challenge. In the lead up to their IPO, ResGen needed to generate investment and buy-in from a world that, after decades of tokenistic corporate greenwashing, had grown apathetic and sceptical towards regenerative initiatives. Outfly’s solution was to develop a resilient brand with a distinct market position, supported by best-in-class 3D animation, a new website, and a multi-channel marketing campaign targeting retail investors. First cab off the rank? Rebuilding ResGen’s brand from the ground up. Our strategy team kicked things off by drilling down into ResGen’s target customers and core values to understand their position in the market, followed by a naming workshop to move away from EcoJanitors. From here, we landed on ResGen. Using what we uncovered in the brandscape, our designers then set to work building the brand’s visual identity. After several iterations, we started working towards a brutalist approach, symbolically capturing the processing and recycling aspects of the business; seemingly disparate shapes that don’t fit together - but also do. This spoke to the random, incongruous pieces of rubbish ResGen is bringing together to form a singular efficient product. We continued refining this approach, crafting the ‘G’ icon and a bold green/white colour palette to reference the brand’s position in the regenerative economy. Then came the 3D — communicating ResGen’s highly technical solution in an accessible video that anybody could understand, inspiring hope through an emotive visualisation of plastic being removed from a natural scene. The message was clear: through ResGen, ecosystems can regenerate back to life. This video played a central role in the website — a central hub bringing together all of the key messaging and graphics that communicated ResGen’s game-changing proposition. Finally, our growth team developed a paid marketing campaign to support the IPO launch, promoting ResGen to retail investors on Twitter and Meta. In total, the campaigns spent $550 and gained more than 850,000 impressions, 2,000 link clicks, and 131 file downloads. After the IPO, retail investors oversubscribed by 380% and the IPO overall oversubscribed by 250%, enabling ResGen to raise its (capped) initial target of £2.7 million.
client ResGen
Type Strategy | Brand | Design | Communications | Marketing
year 2022

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