When your website and LinkedIn® reinforce each other.
Launch of the new brand name Oryon.
“Can you bring our new brand identity to life on LinkedIn® and a new website?” That was the question Tom De Baenst, CEO of Oryon, brought to us. Read on to discover how we worked together toward an impactful launch.
A merger that was always meant to happen
The two complementary IP agencies Bockstael and IPLodge were already working closely together within the investment group Robur Capital. Their shared mission: supporting organisations with a well-considered strategy and a solid legal foundation for their intellectual property. A merger was the natural next step in their partnership. Under the new brand name Oryon, both agencies could bring together their expertise in patents, trademarks and designs, enabling them to guide their clients even more effectively.
The challenge: launching a strong brand
To translate their brand identity consistently across their digital channels, Tom De Baenst turned to Winger Academy.
Oryon wanted to:
- deliver a clear message
- launch a new website that inspires trust
- build a stronger presence on LinkedIn®
- maintain consistency across all channels
- make a launch that gets noticed
The approach: the brand story as the foundation
We didn’t start from individual channels, we started from the brand story. What does Oryon stand for, what are its strengths, and where does the agency want to go? We uncovered the answers through in-depth interviews, then got to work.
1. A website that gives direction
Our first step was translating the brand into a new website:
- a clear menu and page structure that guides visitors
- compelling copywriting with a focus on SEO and GEO
- calls-to-action that drive engagement
- a fresh rebrand aligned with the new visual identity
2. LinkedIn® as an engine for visibility
While a website informs and persuades, LinkedIn® brings people together. Neither Bockstael nor IPLodge had been particularly active on LinkedIn®, and under the Oryon name, that was set to change.
Our marketing specialists delivered:
- new copy and visuals for the Oryon company page
- optimised profiles for all team members
- content focused on discoverability and thought leadership
3. A launch that sticks
A new brand identity deserves more than a single announcement. That’s why we developed a carefully considered launch flow:
- drafting a press release and advising on distribution
- a teaser email to build curiosity
- a launch email designed to convert
- LinkedIn® communications that reinforced the story
Everything aligned so that Oryon didn’t just gain visibility, it created momentum.
4. Employees as brand amplifiers
Strong communication doesn’t stop at building a website and refreshing LinkedIn® pages. For lasting impact, you need ambassadors. That’s why Winger Academy organised a hybrid LinkedIn® workshop: LinkedIn® expert Tom Baeten delivered a training session at Oryon’s headquarters in Antwerp while simultaneously hosting it online for those working from other locations. Oryon’s team members learned the ins and outs of LinkedIn® firsthand and received personalised guidance on optimising their profile information.
What Tom De Baenst of Oryon has to say
“Over two months, we worked as one team toward the launch. A merger combined with a rebrand involves a lot of moving parts, so it was a real relief to have the communications side taken care of.”
“There’s now coherence across our digital channels, and our website and LinkedIn® do a much better job of showing what we have to offer. The LinkedIn® workshop opened our eyes to how much more we could be doing on the platform, and that’s something we’re committed to, with Winger Academy’s support where needed.”
Ready to sharpen your story?
Your website says something. So does your LinkedIn®. But are they telling the same story, and working together as true allies?
