AvantGuard
Your first line of defense against pathogens and their biofilms.
We partnered with AvantGuard, to establish a new brand identity, elevate their market presence, and position them as a leader in pathogen defense. Through strategic rebranding, digital marketing, public relations, and social media management, we helped AvantGuard stand out in a competitive industry while effectively communicating their innovative technology to key stakeholders.
We Always Lead with Results
Major positive product redefinitions with more than $70 billion in potential market impact
10+ award and grant recognitions, including Most Influential Chemical Manufacturing CEO, Frost & Sullivan Best Practices Award, $1.7M NIH Grant, and Top 100 in SOSV Human Health
5+ Published Editorials and mentions in publications such as Fortune, Wall Street Journal, Axios, and VC News Daily
2 executive interviews with publications like Good Housekeeping and Reuters
Over 230 (and counting!) unique social media posts and graphics
Ready to take your business to the next level?
Now Find Out How We Did It.
Client Profile
AvantGuard, previously known as Halomine, is a specialty chemical company at the forefront of antimicrobial innovation. With a mission to become the first line of defense against all pathogens, AvantGuard is pioneering cutting-edge chemistries that blur the lines between antibiotics, antiseptics, and disinfectants. Their products are designed to be both safe and effective, eliminating the need for trade-offs between efficacy and human safety. By leveraging nature’s own biocides and stabilizing them for various applications, AvantGuard is positioning itself as a leader in the battle against drug-resistant pathogens, aiming to protect people and surfaces alike.
The Challenge
AvantGuard faced significant challenges as it transitioned from its original brand, Halomine, to its new identity. The company needed to establish brand recognition in a crowded market dominated by well-known competitors like Microban and Clorox. Additionally, AvantGuard had to educate consumers and industry professionals about the efficacy and safety of their novel technology, which, unlike traditional disinfectants, offered prolonged protection without the drawbacks of existing products. The challenge was not only to introduce a new brand but also to differentiate it clearly in the minds of potential buyers and investors.
The Solution
In collaboration with AvantGuard, Brandmark Studios undertook the challenge of amplifying the brand’s visibility and establishing its authority in the competitive antimicrobial industry. Through in-depth discussions and careful analysis of AvantGuard’s innovative chemistry, market landscape, and ambitious growth goals, Brandmark Studios developed a comprehensive marketing strategy. This strategy encompassed rebranding, digital optimization, public relations, and content development, aimed at positioning AvantGuard as a pioneering force in pathogen defense. By delivering a multifaceted approach, Brandmark Studios sought to not only enhance AvantGuard’s current market standing but also lay a solid foundation for future growth in an evolving industry.
Market Research, Digital Audit, and Strategy
Brandmark Studios initiated the project by conducting a comprehensive market research and digital audit to lay the foundation for AvantGuard’s rebranding. Our team delved into the competitive landscape, thoroughly analyzing both direct and indirect competitors within the consumer disinfectant and antimicrobial markets. We conducted surveys, including a partnership with Qualtrics, to obtain primary research insights. This deep dive helped identify key industry trends, customer preferences, and potential market gaps. The information gathered was pivotal in shaping AvantGuard’s strategic direction, enabling us to craft a brand narrative and strategy that resonated with target audiences and set the stage for future success.
Name, Tagline, Logo/Brand Identity, and Naming Convention for Products
Brandmark Studios led the rebranding of AvantGuard, crafting a name that blends “avant-garde,” meaning innovative and forward-thinking, with “guard,” emphasizing protection. The logo features an A-shaped triangle, symbolizing safety, a shield, and a nod to the company’s scientific roots in chemistry. This identity reflects AvantGuard’s pioneering approach to pathogen defense.
Brandmark also established a consistent and memorable naming convention for products like the “magic molecule” Avantamine, helping AvantGuard stand out in the market and achieve product redefinitions with a potential $70 billion impact.
Website Copy Consulting and News/Awards Write-Up Updates
Brandmark Studios played a key role in refining AvantGuard’s online presence through website copy consulting and regular updates on news and awards. We provided expert guidance on how to effectively communicate their complex technology in a clear and compelling manner, ensuring that the website not only informed but also engaged visitors. Our team also crafted and updated news and award write-ups, keeping the content fresh and relevant. These efforts have contributed to a more polished and professional digital presence, making AvantGuard’s website a key resource for stakeholders, partners, and potential investors.
Public Relations
Brandmark Studios spearheaded an effective public relations campaign that played a critical role in elevating AvantGuard’s industry profile. Our editorial program secured numerous media placements, including mentions in prestigious publications like Fortune, Wall Street Journal, and Axios, and our efforts in targeted media outreach and strategic press releases significantly bolstered AvantGuard’s visibility. Additionally, Brandmark facilitated two executive interviews with major outlets such as Good Housekeeping and Reuters, further solidifying AvantGuard’s position as a thought leader in the industry.
Social Media
Brandmark Studios took charge of AvantGuard’s social media strategy, creating a dynamic and engaging presence across multiple platforms. Our team crafted over 230 unique social media posts and graphics, each designed to highlight AvantGuard’s cutting-edge technology and mission. We focused on building a narrative that emphasized the importance of safe and effective pathogen defense, resonating with both B2B and consumer audiences. This ongoing social media management has not only increased brand awareness but has also positioned AvantGuard as a thought leader in the industry.
Client Testimonial
“We have worked with Betsy and Brandmark Studios for over three years in a variety of marketing areas. As a technology startup, it was important for us to have an agency who could understand our developing business, be flexible as our brand and message clarified over the years and provide a clear strategic path for our brand development. We saw Brandmark as a full-service agency, able to manage everything from basic market research to logo development to organizing and managing social media.
In the beginning, Brandmark’s market research team helped us better understand the consumer disinfectant market, discover a meaningful voice in that market, and develop a creative and memorable naming scheme for the products we were developing, as well as a marketing strategy to roll out those products.
When our technology development expanded and we decided to pivot, as startups often do, Brandmark orchestrated a major rebrand for our company, including brand identity development, name change, memorable tagline, and new graphics, font, and color palette to support that rebrand. Our relationship with Brandmark continues today, as Betsey’s team manages our social media, developing creative and memorable posts week after week.
We love the passion and creativity the Brandmark team brings to our work together, and working collaboratively with the team means we can have confidence in our brand and outreach to our audiences.”
Mike N.
AvantGuard
