Building a Brand for Jet Zero

What Was Happening

Lighthouse Green Fuels had strong technical foundations and substantial financial backing. The engineering case was robust and the regional economic impact clear. However, the external narrative did not yet reflect the maturity or national importance of the project.

The SAF market remains under scrutiny. Questions around feedstocks, lifecycle emissions, policy stability and delivery timelines shape public and investor perception. In this environment, messaging that leans too heavily on ambition risks undermining credibility. Conversely, technical detail alone does not create confidence.

LGF required a brand and positioning strategy that would withstand political change, investor diligence and public examination, while clearly articulating its role within the UK’s industrial transition.

The Challenge

LGF needed to refine its mission and value proposition so that it communicated long-term industrial credibility. Its visual identity required evolution to reflect a £2bn infrastructure project. Its tone of voice needed to align with delivery reality and regional economic contribution, while positioning the organisation within the UK’s broader SAF and Jet Zero framework.

In short, the communications needed to match the significance of the proposed infrastructure.

What We Did

We began with strategic brand development, working closely with the LGF leadership team to clarify mission, narrative framing and sector positioning. The emphasis was placed on industrial credibility, transparency around sustainably-sourced biomass feedstock, and alignment with UK aviation decarbonisation policy.

From this strategic foundation, we developed and launched a refined visual identity. 

The new logo and brand system were designed to convey scale, confidence and maturity. The identity was rolled out consistently across digital platforms, stakeholder communications and project materials to ensure cohesion.

Our work continues through ongoing communications support, strengthening LGF’s voice within the UK SAF conversation and offering value-add to audiences across multiple digital touchpoints. Messaging is aligned with evolving policy developments and regional industrial narratives, ensuring communications grow alongside the project itself.

We work in close collaboration with Lighthouse Green Fuels’ wider agency teams, acting as brand guardians to ensure consistency, clarity and strategic alignment across every touchpoint. This open, cross-agency approach makes life easier for the client and strengthens the overall impact of the project’s communications.

Outcomes

Lighthouse Green Fuels now operates with a clear and cohesive brand narrative and visual identity that aligns with the magnitude of the investment and the industrial ambition of the project. The communications framework provides consistency and resilience, enabling LGF to engage investors, policymakers and regional stakeholders with confidence.

The project is positioned as a long-term contributor to the UK’s clean industrial strategy and aviation transition.

The Bigger Picture

Sustainable Aviation Fuel is central to near-term aviation decarbonisation. However, the path to scale depends on trust as much as technology. Infrastructure-scale projects require disciplined, credible communication that can stand up to scrutiny and adapt to shifting policy landscapes.

Our work with Lighthouse Green Fuels demonstrates how strategic brand and messaging development can strengthen the foundations of high-stakes energy projects, supporting both commercial growth and public confidence.