Embracing emerging alternatives to fossil fuels requires a bold leap for HydroFleet’s potential customers. To encourage that big step, we focused on the human desire to do the right thing. Emphasizing the humanity of making challenging changes, we moved the audience away from dense technical exposition while making HydroFleet’s business objectives clear. Their new brand personality is progressive and competent, attracting the compassionate forward-thinker with the recognition of their commitment to sustainability, as well as ease of new tech adoption.
In the investigatory phase, our conversations with leadership consistently came back to a central idea: their total commitment to the promises of hydrogen fuel cell technology. Their passion was apparent in our discussions; they were clearly “all-in” with H2, and presented a compelling business case that their model can help customers strike a balance between environmental sustainability and profit in a simple way.