TS Conductor is a public benefit corporation modernizing power grids with next-generation advanced conductors. With patented AECC (Aluminum Encapsulated Carbon Core) technology, the company doubles or triples capacity while reducing total project costs by 10-40% through structure savings. Bill Gates' Breakthrough Energy Ventures leads a roster of investors including National Grid, Edison International, NextEra, and Quanta Services. Awards from the U.S. Department of Energy, Public Utilities Fortnightly, S&P Global Platts, and Bloomberg NEF validate AECC technology's breakthrough potential.

TS Conductor needed to transform highly technical engineering specifications into compelling business value propositions that utility executives could understand and act upon. As a breakthrough technology company, they required complete brand positioning that would differentiate their advanced conductors from century-old ACSR technology while communicating complex benefits like capacity increases and cost savings to procurement teams who make multimillion-dollar infrastructure decisions. Additionally, the company needed to establish credibility in a conservative utility industry that had relied on the same conductor technology since 1908, requiring messaging that balanced language around innovation with proven reliability and safety standards.

I conducted 32 stakeholder interviews across all levels of the organization and customer base, from engineers to utility executives and board advisors. Combined with competitive analysis, this research informed detailed buyer personas and identified core brand challenges. I then built a complete brand framework including strategic messaging hierarchy, foundational pillars, mission and vision statements, brand personality, and market positioning. Working with agency partners on design and development, I wrote all copy for the new website and brand materials. Post-launch, I write content for their sales toolkit with assets, educational content, email campaigns, landing pages, and digital advertising, while also providing strategic communications guidance for crisis management.

• Complete website copy and content
• Brand framework documentation
• Data-driven audience personas
• Key messaging strategy and pillars
• Competitive analysis and gap assessment
• Visual sales assets and infographics
• Educational content and ebooks
• Email drip campaigns and sequences
• Landing pages for lead generation
• Digital ad copy for retargeting campaigns
• Crisis communications strategy and materials
• Ongoing thought leadership content