Project BrieF

Hydrostor is an industrial energy storage company that specializes in a novel technology called Advanced Compressed Air Energy Storage (A-CAES). They were looking to begin to educate EU markets about the technology and the idea that energy storage can be much more than just lithium-ion batteries and pumped hydro systems.

To begin this work, we were looking to publish a whitepaper to bring to high-profile industry events, to meetings with elected officials, and to advertise in trade publications.

DELIVERABLES
Whitepaper Document Design (~20 pages), Website Landing Page, Digitial Advertising, Printed Cards, Animated Video, 1 week turnaround total.

Whitepaper design

In order to launch a campaign, we needed a whitepaper! As happens from time-to-time, the copy drafting got a bit lost in the details and went beyond on deadlines. In parallel, I had designed a type system and rough layouts so I could hit the ground running ASAP once the copy was finalized. A few of those pages are below.

We ended up with a beautiful 20 page PDF that would just as good on a computer as it will as a printed trade show piece! And the best part was the systems work I did on the front end. I used this opportunity to establish a grid and type system that will work for all other whitepapers in the future, keeping us nimble and efficient.

THE LANDING PAGE

The landing page is just as important as the document itself. What good is a beautiful document if you’ve got no place to get it? This was also new territory for Hydrostor; the website was built in a very custom-built WordPress backend that made it very difficult to modify. With this in mind, I partnered with a freelance developer who could handle the backend code while I focused on a visual design.

I had just a few goals, knowing that the industry I’m designing for isn’t very tech-savvy:

1. Make it easy to download the document. Our marketing leader didn’t want this gated.

2. Make it feel like the whitepaper so the experience is contiguous.

3. Push interested users to visit more of our site through thoughtful section design.

With those goals in mind, we built a simple landing page with just the critical information necessary to help our outreach goals and provide a path for users to learn more. Easy peasy!

THE MARKETING PUSH

With the document designed and the landing page ready, we needed to tell folks about it! We ended up with lots of ways to do this: digital display advertising in trade publications, 5x7 cards handed out at events, and even animated screen videos for our office TV screens!

Digital Display & Paid Social

A set of display ads used throughout our typical industry publications! These were among our most successful display ads to date.