Brand strategy + web copy

Brought in to write website copy for this cleantech startup, I saw that the real work needed to begin with brand strategy: they were an expensive, complex alternative in an inertia-driven HVAC category.

We needed to position Stow not as a functional choice, but as an aspirational one for their Allbirds-wearing, EV-driving, Impossible Burger-eating core customers.

Collaborating with the founder and chief design officer, I built the brand foundation first: Why We Exist and the meaning behind their name — and then framed the website copy to follow, including translating complex, technical features into conversational, understandable benefits.