Candeo Lava Products Inc. (Candeo) was established in 2013 by William Hogan and Lindsay Young, who hypothesized that the volcanic rock material at the Can-Cal Resources Ltd. Pisgah Crater property in San Bernardino County, California has the potential to be used as a plant growth enhancement medium.

As a start-up company, Candeo needed a strong brand presence, along with a website and a tradeshow strategy to get potential product testers to sign up for an early adopter partnership at the Organic Grower Summit in Monterey California.

How to build a strong brand presence to generate pre-qualified leads at a tradeshow?

Pace Creative designed a new logo for Candeo that reflects the lava rocks product category and its three main benefits.

In addition to being 100% natural, the main product advantages include:
• significant decrease in water consumption (illustrated in the logo with the waterdrop);
• enhanced plant crop yield (illustrated with a strong, healthy fruit tree); and
• reduced fertilizer requirements (illustrated by the green colour).

To explain how the product works and highlight the product benefits, Pace Creative created a 2D animated video and a content marketing website with clear call to actions.

In an effort to build brand awareness at the tradeshow, Pace Creative designed new business cards as well as a strategic tradeshow handout to encourage potential product testers to sign up online.

Thanks to Pace Creative’s integrated and holistic content marketing approach for Candeo, the company ended up having 3 times more sign-ups than expected.

To top it off, Candeo Lava Products is now working on a strategic alliance with another company they met at the tradeshow to create their next product.

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