Description: Brand Campaign – Enterprise B2B
Assignment: Disrupt conversations about direct air capture of CO2 and drive purchase of Methane and Halocarbon carbon credits. Reach a highly educated B2B audience of corporate Chief Sustainability Officers with our message – the impact of taking on superpollutant gases first is enough to bend the curve on climate change.
Challenge: In the highly contentious business of carbon credits, Tradewater’s two inventory streams – Halobarbon destruction and Methane capture – were under scrutiny. To accelerate their mission of eliminating the most destructive greenhouse gasses, the category leader had to justify their existence on more than just principles. Enterprise clients wanted results.
Strategy: First, own the impact of Tradwater’s work to-date. Next, lower barriers to understanding. Simplify and humanize the science behind their unique position in the carbon credit marketplace. Finally, leverage the relational value of Tradewater’s C-suite to reinforce the message and give it impact.
Trellis conference on-premise print
Companion social / display ad series.
Social content and thought leadership sustained engagement in the immediate post-conference timeframe, inviting general audiences and key stakeholders alike to join the conversation.
Additional activation around press-worthy moments like the announcement of a new CEO created multiple points of engagement and reinforced the brand’s mission-based orientation.
The messages from their above the line advertsing were backed up by human stories on the Tradewater blog. For those who wanted to go deeper still, a series of whitepapers further broke down the science of super pollutants. The brand design system connected each piece thoughtfully through color, type, refined imagery and a suite of illustrated infografics and icons.
Website and blog graphics
White paper format
With the campaign live and in-market, a comprehensive set updated brand guidelines was created to act as a toolkit for the ongoing development of campaign assets.