“We’ve worked with Blade for a few years and found their strategic and creative work to be excellent. And the Blade team has been consistently committed to helping grow our business.” — Andrew White, CEO

Starting Up Case Study

CHAR Technologies


The Challenge

Integrate Three Technology Businesses and Two Products … Online

A growing brand in the environmental sector, CHAR Technologies acquired an established brand with two operating units – Altech Environmental Consulting and Altech Technology Systems. All three businesses, plus two breakthrough product offerings (SulfaCHAR and CleanFyre), needed to undergo brand updates. The risk included alienating staff and turning away long-standing customers.

The Strategy

Enlist Staff & Clients. Create a New Company. Design a Leading Edge Website.

After an energetic Brand Strategy Workshop, competitive review and in-depth discussions with staff and client stakeholders, Blade laid out the plan. First, update the Altech Environmental Consulting brand. Meanwhile, Altech Technology Systems would be re-branded as CHARTech Solutions. Next, the SulfaCHAR and CleanFyre products, already branded by Blade, would be given independent, but connected websites. And the whole works would be presented on one multi-site platform under the CHAR Technologies brand, which Blade created a year earlier.

The Result

A Premium Brand that Inspires Staff and Retains Clients

The launch of the new CHAR Technologies Ltd. website, with all of its connected players, is a big hit. Clients, investors and potential new hires can now immerse themselves in the core offerings of each brand – and learn how they are linked to one another, providing market-leading services and product offerings that help both businesses and the environment. Feedback from the Senior Executive Team has been strongly positive.

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