Creating the first category narrative for renewable energy

Business Problem

Hydrogen as a clean energy solution was hardly known, widely misunderstood, and its applications so varied and complex that having a shared vision and common narrative for the disparate global hydrogen community seemed impossible. In addition, stakeholders were spread around the globe, which made convening challenging.

Idea

The essence of clean hydrogen energy in a myriad of applications became the “lifeblood energizing planetary care now”. Using this core idea, we developed a brand narrative that supported a wide range of vertical sectors as well as messaging guidelines for global audiences at various stages along the communications journey.

Just as important as the category narrative, was the strategy around stakeholder engagement and adoption. In addition to our inclusive methodologies with the steering committee, we developed a toolkit and accompanying workshops designed to teach-the-teachers to develop their own version of the category narrative. Finally, to show and inspire rather than just tell, we developed a video to bring the narrative to life.

Impact

The feedback from members has been overwhelmingly positive — over 65% of members polled found the hydrogen manifesto video either very or extremely resonant. The global steering committee was so pleased with the process and work that they have asked us to continue partnering with them to develop storytelling assets that educate and inspire audiences about key hydrogen energy projects.