AquaGreen is a Danish cleantech innovator that has developed patented technology (HECLA®) for sustainably processing sludge from wastewater. By combining steam drying and pyrolysis, they turn waste into climate-friendly solutions, eliminating harmful pollutants, cutting CO2 emissions, and recycling scarce resources.
The challenge: Aligning brand & operations for global growth
As AquaGreen scaled internationally, their existing commercial processes and brand story were no longer keeping up. They needed a strategic partner to help identify bottlenecks in their commercial operations and set a clear direction for their brand, digital presence, and future website ahead of continued growth.
They turned to us to work through several core challenges:
- Translating complexity into value: Making AquaGreen's technology and impact instantly understandable to prospects.
- Modernizing the brand: Consulting on visual identity and tone of voice alignment for industry leadership.
- Supporting recruitment: Leveraging employee stories and achievements to strengthen the employer brand and attract international talent.
- Commercial scalability: Building a stronger commercial foundation to support growth and improve the customer experience.
- Data-driven decision-making: A clear foundation for tracking the right things as they scale.
The solution: Strategic direction for a growth-ready brand and commercial model
To establish a clear strategic foundation for growth, we kick-started the collaboration with a full-day workshop mapping AquaGreen’s current customer journey end-to-end and identifying opportunities to strengthen sales and internal processes. The workshop helped set the direction for the work that followed.
- Core narrative: We helped shape AquaGreen's core narrative, distilling their technology and environmental impact into draft messaging that prospects would immediately understand. This gave AquaGreen a foundation for how to talk about their product and its value across every touchpoint, from sales conversations to future website copy.
- Brand and identity direction: We set the strategic direction for a modernized visual identity and tone of voice, giving AquaGreen a clear direction for how their brand should look and sound going forward – one consistent enough to carry across the full customer journey rather than shifting from channel to channel.
- Employer branding: Together with AquaGreen, we mapped how employer branding could be woven into their commercial customer journey, identifying where and how to showcase their work to strengthen their story for future talent, not as a separate HR initiative, but as part of the same brand narrative.
- Digital customer journey: We modelled AquaGreen's future digital customer journey through concrete wireframe examples, showing how prospects and customers should move through their future website step by step. This gave AquaGreen a working reference for the structure and content their new website needed.
- CRM direction: Building on the workshop, we mapped AquaGreen’s sales process, roles, and information flows and advised on a CRM model to support a clearer commercial framework for future growth.
The results: From strategic direction to real momentum
Using the direction, wireframes, guidelines, and recommendations from the engagement, AquaGreen built and launched their new website. Since going live, it has delivered:
- Accelerated lead capture: A sharp increase in form conversions across both general inquiries and job applications, including 16 high-intent submissions and 400 clicks from Google Search in August alone.
- Optimized experience: Traffic patterns reflecting real user habits, with 87.5% coming from desktop rather than mobile.
- Strong brand authority: Sustained high volumes of direct traffic, reflecting heightened brand recognition and trust.
- Elevated site performance: Faster load times, intuitive navigation, and higher overall site efficiency.
- Operational autonomy: 100% internal independence, with the AquaGreen team maintaining, adapting, and scaling the platform on their own.