FOCUSED ON THE FUTURE,
HELPING OTHERS SEE IT TODAY.
At the heart of Catalera is a powerful entrepreneurial spirit, a foundational trait that aligns perfectly with our philosophy at Woodruff. This drive, combined with a passion we both share for delivering unique solutions that enrich the lives of those around us, will ensure a strong partnership and the kind of extraordinary outcomes your brand needs for immediate market impact and long-term success.
A Collaborative Approach to
BRIDGING LEGACY AND GROWTH
Thank you for the opportunity to partner with Catalera BioSolutions on this critical brand evolution. We're eager to leverage our strategic capabilities, deep industry experience and proven track record working with startups to establish Catalera as an independent leader and partner of choice across the three key channels you are pursuing.
We understand that your priority is to rapidly expand brand awareness, differentiate Catalera from its former affiliations and break through the noise to secure strategic partnerships. This transition requires a brand foundation that not only articulates your refined focus and proven technology but also demonstrates the experience and trustworthiness essential for success in industries dominated by large legacy players.
Our proven process is perfectly suited to this pivotal moment. It’s designed to deliver a cohesive, high-impact brand and strategic messaging platform that clearly defines the company and strategically manages the essential rebranding of key assets like Exosect. We’ve structured this work to be agile and collaborative, avoiding a strictly waterfall model, allowing us to maintain the speed and efficiency essential for a growth-stage company while embedding defined checkpoints after every major milestone. Phase 1 initiatives address your most pressing needs for identity clarification and foundational messaging. In phase 2, we have included our plans for ensuring the branding is fully integrated across key audience touchpoints and assets.
We’re confident we can help you establish the market leadership that your proven technology and commercialization wins warrant, and we look forward to partnering with you to define this new, independent and powerful future for Catalera.
The Battle Plan
Phase 1 :: 2025
Based on your priorities outlined in the RFP, here is our plan for achieving the requested phase 1 outcomes.
We’ll lead a collaborative brand workshop to build an actionable brand dashboard. This exercise defines your unique value proposition and clarifies your directional “why.” It strategically positions Catalera, and its key delivery technology, within the critical decision-making process of strategic partners across the agriculture, professional and consumer channels, ensuring a clean separation from Terramera.
Deliverables covered from RFP- Updated mission and values
- Refreshed brand positioning
We’ll run a dedicated messaging workshop to create a flexible messaging matrix tailored for each strategic audience. This matrix defines your core brand themes and supports them with specific, credible and regulatory-aware commercial proof points. Our process begins with the belief that Catalera already knows who it is — our job is to provide the clarity and consistency necessary to move forward. Our goal is to translate your complex science and unique offering into compelling narratives that resonate with partners, providing investors with consistent messaging and reinforcing your ability to relentlessly execute your commercial strategy. This guarantees Catalera sounds trustworthy and grounded by positioning your current product wins as evidence of your delivery technology’s proven success.
Deliverables covered from RFP- Core messaging, with nuance outlined by strategic audience (industry partners, investors, ecosystem stakeholders)
We will prioritize a specific effort early in phase 1 focused on creating a powerful, defensible verbal brand identity for a new Exosect.
The goal is solely the naming of the technology and defining its communication as visuals are not required. This work will cover:
- Strategic Naming Criteria :: We’ll host a workshop to define the foundational requirements for the new name, whether it needs to be scientific or evocative, or focus on a specific benefit like precision or efficacy.
- Defensible Name Concepts :: We will develop 3–5 strategically aligned name options. We’ll then collaborate closely with your legal counsel for preliminary trademark due diligence and vetting, ensuring the selected name is legally defensible and ownable.
- Core Messaging Integration :: Once the new name is finalized, we immediately integrate it into the messaging matrix, establishing clear guidelines on how to communicate the technology’s unique value and commercial impact across all channels. Locking the name in phase 1 is essential for starting phase 2 website and brand collateral development on time.
- Rebrand Exosect (renaming strategically with trademark protections in mind)
PHASE 2 OF THE
BATTLE PLAN
After our initial brand refresh work is completed, we will begin building the ecosystem needed to reinforce it and share your message. Here is our approach to this next phase.
With the brand strategy and messaging in place, we’ll refresh a select set of collateral pieces that establish a clear visual and verbal standard for the Catalera brand. These core materials serve as flagship examples and adaptable templates for future use, ensuring consistency and scalability without requiring a full collateral overhaul.
Deliverables covered from RFP- Updated BD/partnership deck (assumed 10–12 slides)
- Updated marketing collateral (up to two marketing collateral pieces, such as a sell sheet or trade show banner stand)
- Social media banner and template graphics (up to three editable Canva social media templates, including banner and post formats, set up for easy text/image updates with a short how-to guide for the Catalera team)
Catalera’s website will evolve into a focused storytelling platform that clearly communicates the brand’s purpose, technology and potential. Building on the existing WebFlow site, we’ll enhance the overall visual direction without changing the core brand elements — logos, colors or fonts. We’ll explore ways to strengthen key storytelling areas, such as designing the home page as an engaging entry point, showcasing proven success within the technology story and positioning the company narrative to convey credibility and trust. Together, these refinements will create a cohesive, audience-focused experience that unites all messages under one clear and compelling brand story.
The refreshed site will balance a strong, overarching message with focused, relevant content tailored to each audience so that every visitor quickly understands Catalera’s value and role in the industry. Existing sections like Careers and News will retain their current content but be refreshed to align with the updated design. The result will be a clear, visually unified experience that improves SEO, simplifies CMS management and ensures the brand story connects meaningfully with every audience.
- Updated website (with a CMS)
As Catalera’s brand takes shape, we’ll create a living brand book — an evolving reference that ensures consistency as the company grows. Developed in parallel with phases 1 and 2, the brand book captures the foundational strategy, messaging and visual identity, then expands to include real-world applications as materials are finalized. It will be delivered as a document (native format and PDF) that can be easily updated and maintained over time.
Deliverables covered from RFP- Refreshed brand identity (not logo or colors, but tone/voice and visual direction)
- Updated brand book (tone/voice/visual direction)
The Commitment
Our philosophy on pricing is straightforward. We’ll work with you on establishing a scope of work, final deliverables and timing. Then we will present a price for that scope of work and, with your approval, we’ll get to work!
We have thoughtfully scoped our comprehensive approach to stay within the $120,000 budget. Our proposed investment structure is designed to be transparent, fixed, and completely focused on delivering results.
Woodruff does not bill by the hour, so you don’t have to worry about the amount of time we can spend with you, or seeing an invoice with a price we didn’t already agree on. If a change in scope or other factors require additional budget, then we’ll discuss that with you in advance. It’s that simple.
Should we be awarded this opportunity, Woodruff will create a billing schedule that is customized and agreed upon by you. We are confident that together we can come to a mutually beneficial place in terms of deliverables and budget.
Phase 1: $40,000
Phase 2: $80,000
Based on our preliminary timeline, we anticipate completing Phase 1 by February 2025. However, because the website work in Phase 2 depends on the outcomes of Phase 1, a later February start could shift completion of Phase 2 into May 2025.
If Woodruff is selected as your partner, we will create a detailed project timeline outlining key steps and milestones from the brand discovery session in November through the final delivery of the brand book to ensure clarity, alignment and a smooth process throughout
the victories
The scope of work you’ve outlined for Catalera is firmly within our wheelhouse. We have a solid understanding of the biological industry and a proven track record of elevating brands like Catalera. We’ve successfully completed this exact work for clients such as Anuvia and Talam, delivering results that resonate with modern investors and partners while honoring the brands’ legacies. We’ve included two case studies for your review that provide a look at our process and the measurable impact we’ve delivered.
Why Woodruff
At some time during this process you might ask, “Why would we partner with Woodruff?” We’d like to help you arrive at the answer.
You would hire Woodruff because we do more than solve marketing problems — we partner with ambitious brands to help them take on giants.
Our entire philosophy is built on the belief that being the underdog isn't a disadvantage, it's an invitation to be more creative, more nimble and more effective. While other agencies may focus on maintaining market share for established players, we are singularly focused on helping you capture the share you deserve. We understand your ambition to be bigger than your budget, to be louder than the competition and to create a brand that truly stands apart.
We offer more than a creative brief; we bring a "David vs. Goliath" mindset to every project. This approach means we're committed to finding the boldest ideas that are informed by real human truths, to navigating constraints with ingenuity and to delivering work that so exceeds expectations it fundamentally changes the conversation in your industry. We are Woodruff.
