case studies

Signal Wind Energy

Signal Wind Energy is a general contracting firm that specializes in every aspect of the design, engineering, and construction of wind farms: sites that produce energy using as dozens or even hundreds of wind mills. Because these sites are expensive – a “small” farm can easily run over $100 million – Signal Wind needed to upgrade their image to reflect the same professionalism and reliability they showed in their work.

We started by developing the tagline “The Wind Doesn’t Do All the Work.” This evocative phrase prods the reader into realizing the substantial amount of experience and expertise that is required to actually get a wind farm operating, and subtlely suggest that Signal Wind energy has that experience and expertise.

Creative:
Our first priority was an advertising campaign that delivered the message to the target audience. The goal here was two-fold: first, bankers and investors interested in wind farms needed to be made aware of Signal Wind, their capabilities, and their reputation. Secondly, vendors, potential employees, and competitors all needed a fresh view of Signal Wind. We created a series of ads that used a similar format to highlight specific features of Signal Wind: reliability, safety, etc. The ads were intended to evoke a high-end, classic feel for the company, and direct readers to Signal Wind’s website.

Website:
Signal Wind had a website that functioned, but just barely: the content was outdated and ponderous, the pictures were unrelated to the actual company, and the design did not reflect the level of quality present in Signal Wind projects. We designed a site that utilized the more upscale, understated look the client wanted, coupled with more user-oriented content and an easy-to-use navigation. Knowing that Signal Wind intended to add on to the site as the company grew, we also programmed the site for easy future expansion.

Collateral:
The final piece in the puzzle was a simple leave-behind piece for trade shows and sales meetings. We took the concepts from the ads and developed a three-panel brochure that – again – evoked a classic, understated feel of quality for the the company, provided just enough information to pique interest, then pointed readers to the website for more information.