A brand ready to disrupt battery manufacturing.


Emeryville, CA


  • New Brand Identity
  • Rebranding Strategy
  • Brand Management
  • PR & Media Relations
  • Digital Strategy
  • Content Strategy & Development
  • Event Support

As a startup on the verge of reshaping the battery manufacturing intelligence sector, Liminal was poised to move from the lab to the market and unlock a new era of growth. Alder guided the team through a rebranding journey, creating a presence and personality for the brand that reflects their upward momentum.

Battery manufacturing intelligence provider Liminal (previously “Feasible”) is improving the performance and safety of EV batteries while decreasing manufacturing and lifetime costs, opening the door to a world where safer, more affordable EVs are accessible to everyone. With their solution ready for market, the company’s existing branding couldn’t adequately reflect the forward momentum of the company or the breakthrough impact their technology was about to have.

Alder was brought in as an agency partner and got straight to work on a series of in-depth creative workshops with the Liminal team and external stakeholders. We then developed the positioning, messaging and visual brand architecture that define Liminal as a company that is dedicated to building transformative battery intelligence technology, works closely with customers on a foundation of mutual trust and informed decisions and values personal growth, continuous learning and safety. A PR launch focused on the catalytic role Liminal’s technology plays in the transition to electric mobility by improving battery safety, reliability and performance.

With a new website, digital content strategy and ongoing PR support from Alder, the Liminal team is now set for growth and positioned as a thought leader and product category creator.

feature media interviews






Image of computer with Liminal Website

“As we rebranded as Liminal, we needed the right marketing and PR partner to support us during this crucial time for the company. The Alder team offered comprehensive guidance and expertise at every turn, which has been invaluable for Liminal’s growth and positioning as thought leaders in battery manufacturing intelligence. I highly recommend Alder to any climate tech company looking for a partner who can quickly wrap their head around complex technologies and tell a compelling story. We’re looking forward to continuing to work with the Alder team.”



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