A conversation with Virginie Godin, COO of EFFIBLUE
Virginie Godin, COO of EFFIBLUE, reflects on our collaboration: the challenge of making a nanomaterial understandable without oversimplifying it, the atmosphere in the room when the brand image finally catches up to the technology, and why a deeptech company cannot afford to spend its first ten minutes explaining what it actually does.
EFFIBLUE develops Ginestium®, a carbon-based nanomaterial designed to reduce industrial reliance on rare and critical metals. When we began working together, the technology was reaching maturity and the target audience was shifting toward industrial partners. Since then, Ginestium® has entered several industrial POCs, and EFFIBLUE has won the 2025 Aktantis Award. Interview conducted by François Sérazin, co-founder of Those Guys Studio.
TGS
Hi Virginie! Thanks for taking the time to chat. I wanted to start by asking: before we worked together, how would you have described EFFIBLUE to someone who knows nothing about nanomaterials?
V.G.
EFFIBLUE is, first and foremost, a deeptech company developing Ginestium®️, a new carbon-based nanomaterial with a fairly simple goal: to offer new solutions to manufacturers, specifically to help them reduce their dependence on certain rare or critical metals.
TGS
You say it’s "fairly simple to explain," yet we’re talking about a carbon nanomaterial. At what point did you realize that EFFIBLUE needed to work on its brand image?
V.G.
There wasn't one specific event or a failed pitch. It just became obvious as the project progressed. The technology was becoming more mature, our contacts were increasingly industrial, and our image needed to be on the same level. A highly technical innovation must also be easy to grasp quickly.
TGS
Once you reached that conclusion, you had to choose someone to handle it. Why did you trust us with this project?
V.G.
First, for the team's professionalism. But what really made the difference for us was you, François. You have a genuine sensitivity to technical fields. You told us about your family background, your parents who worked in technical professions, and your own experience in tech companies. We felt very quickly that you weren't just looking to "dress up" EFFIBLUE: you really wanted to understand what we were doing. And for us, that was the deciding factor.
TGS
You mention wanting to understand what you were doing. That was the real challenge of the project: making a nanomaterial understandable without oversimplifying it. How did you experience that from your side? Were there any tensions or difficult trade-offs?
V.G.
No, not really any tension. Naturally, there were discussions and trade-offs regarding the level of simplification, because we had to remain scientifically accurate while staying accessible. But the work was collaborative. The goal was never to simplify for the sake of it, but to find the right words and the right imagery.
TGS
You mentioned wanting to understand what you were doing. That was the real challenge of the project: making a nanomaterial understandable without oversimplifying it. How did you experience that on your end? Were there any tensions or difficult trade-offs?
V.G.
No, not really any tension. Naturally, there were discussions and trade-offs regarding the level of simplification, because we had to remain scientifically accurate while staying accessible. But the work was collaborative. The goal was never to simplify for the sake of it, but to find the right words and the right imagery.
TGS
And once those words and images were in place, what changed in practical terms? In conversations with investors, at trade shows, or with industrial partners, did you notice a difference?
V.G.
We mainly gained clarity. Today, when we talk about EFFIBLUE and Ginestium®️, people understand much faster where we are headed and why this technology has industrial value. For a deeptech company, that’s essential: if you spend the first ten minutes explaining what you are, you’ve already lost part of your audience.
TGS
There was a moment when that became visible from the outside: you won the 2025 Aktantis award. What did that mean to you?
V.G.
It was obviously a wonderful recognition for EFFIBLUE and for all the work done around Ginestium®️. And I also really appreciated that the Those Guys team was there for it. You came to the event, produced a report, and continued to support us even after the initial mission. To me, that’s what a true collaboration is: not just delivering a project and disappearing.
TGS
You mentioned not disappearing after delivery. On that note, what is the next step for EFFIBLUE, and how do you see the role of the brand in this phase?
V.G.
Today, we have reached a new milestone: Ginestium®️ is already involved in several POCs with industrial players across various sectors. The brand needs to support this phase: to carry EFFIBLUE’s credibility, bolster our international development, and establish Ginestium®️ as a benchmark for industrial partners, stakeholders, and investors.
TGS
One last question. If you were speaking to another deeptech founder who is still hesitant about investing in their brand, what would you tell them?
V.G.
I would tell them not to wait. In deeptech, we often think the technology will speak for itself. But the more complex an innovation is, the more you need to work on how you tell its story. A good studio doesn't simplify your technology to the point of distorting it; it helps you make it accessible, credible, and memorable. And that can make a real difference when dealing with an industrial client, an investor, or a future partner.
TGS
Thank you for your time, Virginie.
