Regenis
From Rebrand To National Biogas Brand
Market research
Branding & positioning
Website development & SEO
Content marketing
Paid advertising
Email marketing
Video Production
About this project
Andgar, a 30-year-old HVAC company in Northwest Washington, had built two anaerobic digesters that turned dairy manure into carbon-negative biogas. But this new division had nothing in common with their residential and commercial HVAC customers. Dairy farmers needing a sustainable solution for handling manure weren't thinking about indoor comfort. The digester business needed its own identity.
The Challenge
The digester division was buried inside a company known for heating and cooling. Different customers. Different pain points. Different sales cycles. To compete in a nascent but growing biogas market, the division needed a standalone brand that would resonate with culturally conservative dairy farmers being asked to build something unfamiliar on their land. Trust was essential, and trust comes from shared values.
Naming & Positioning
After extensive market research, we landed on the name Regenis. "Re" represented recycling waste into something valuable. "Genis" nodded to the Book of Genesis, reflecting the founders' biblical beliefs in stewardship. The name worked on multiple levels: it spoke to the values of the target audience, signified the company's origin story, and communicated the core value proposition of turning something old into something new.
Brand Identity
The logo married the methane molecule with a swoosh, indicating transformation. A warm green hue signaled a company operating in service to the environment. The tagline "Reimagining Reusable Resources" honored farmers as the world's original recyclers.
Message Strategy
Climate change messaging was intentionally avoided. Research revealed that dairy farmers cared about destroying pathogens in the waste stream to avoid environmental fines, and securing predictable cash flow despite volatile milk prices. A guaranteed monthly payment from the local utility could be the difference that keeps a small farmer in business. The messaging led with those benefits.
SEO & Content Marketing
"Anaerobic digestion" doesn't drive many Google searches. To build visibility, the website was optimized for pain-point keywords like "biogas credit markets" and "how to sell biogas." A video course taught by one of America's foremost experts on nutrient recovery from dairy waste positioned Regenis as the industry authority while filtering out unqualified leads.
Lead Generation
Prominent calls-to-action captured contact information for long-cycle nurturing. Quarterly email newsletters shared knowledge and best practices to build relationships over months-long (or years-long) sales cycles.
Paid Advertising
A Google Ads campaign put Regenis at the top of page one for every relevant keyword and long-tail search term related to dairy digesters.
Social Media
Visual content on social platforms drove awareness and demonstrated expertise in a highly specialized industry.
RESULTS
National Biogas Brand
Today, Regenis is a national biogas brand. The company has built a dozen dairy digesters, including the largest single dairy digester in the world, and led the industry in converting biogas into RNG for natural gas pipelines. Their digesters have generated 1.5 billion kWh of renewable electricity, enough to power over 10,000 homes, while reducing carbon emissions by 200,000 tons per year.
10x
Within one year, website traffic grew by 10x
First Page
Regenis ranked on Google's first page for a dozen industry-related terms.
100 + Operators
100+ digester operators employed (Washington to Maine)
