Mainstreaming sustainable activated carbon production: Partnering with <span>Dr Lewis Dunnigan </span>to capture $2.6MM in new partner investment.
Working with Dr Lewis Dunnigan to mainstream sustainable activated carbon production
Bygen, Ongoing
In 2018, a team of chemical engineers, including Dr Lewis Dunnigan, founded Bygen as a spin-out from the University of Adelaide with the aim of reducing the environmental impact associated with producing activated carbon. Activated carbon, crucial for purifying numerous industrial liquids and gases, owes its purification capabilities to its extensive internal surface area. Bygen introduced an innovative technology called 'low-temperature activation' (LTA), which not only produces high-quality and dependable activated carbon products but also enables large-scale, long-term carbon sequestration.
Before MDMD's involvement, Bygen had already set up its initial continuous production facility. The facility, which launched in 2023 in Victoria, positioned the company with a strong pipeline of target installation projects both domestically and internationally. MDMD's challenge was to build brand awareness in a saturated market and attract inbound traffic from a broader range of potential customers.
Undergoing brand development and strategy, MDMD effectively conveyed Bygen's value proposition and commercial potential to attract new interest and secure further investment. Our primary aim was to establish Bygen as the premier sustainable option in activated carbon production. By showcasing its team's technical expertise, we aimed to distinguish Bygen from competitors by positioning the organisation at the intersection of cutting-edge science, sustainability and efficiency.
Achieving success involved an overhaul of Bygen's brand, messaging, marketing collateral and website. Following our proprietary venture framework, MDMD conducted a brand audit and competitor analysis, which informed a game plan to drive future growth and market dominance.
We were drawn to the Bygen partnership by Lewis' genuine desire to leverage science to transform an industry heavily reliant on fossil fuels and plagued by unreliable supply chains, issues with quality, labor, safety, and the environment. His vision of offering a sustainable product to replace conventional ones resonated with our own vision of seeing a more sustainable and resilient future.
Investment from new partners Breakthrough Victoria, Alberts, and Investible.
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“Working with MDMD allowed Bygen to gain the benefit of decades of industry experience with early-stage ventures. It’s one thing to understand strategy and another to understand resource constraints. MDMD’s appreciation of both came to bear through the application of finite resources with outsized impact on the development of Bygen’s key messaging, voice, look, and feel at a critical moment in our go to market and growth trajectory.”
Dr. Lewis Dunnigan, CEO & Founder, Bygen
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