Brought in to write website copy for this cleantech startup, I saw that we needed to zoom out to brand strategy: they were an expensive, complex alternative in an inertia-driven HVAC category: your heater or A/C broke; you called a contractor; you shopped on price and specs. The end.

But for a next-gen heat pump that was more efficient but more expensive than legacy fossil-fueled systems, we needed to position Stow not as a functional choice, but as an aspirational one for their Cotopaxi-wearing, EV-driving, Impossible Burger-eating core customers.

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