Know your Battery campaign

Typography and photography were the two anchors of the aesthetic approach to the design of the campaign identity. ITC Machine provided the sheer bulk with a tech edge that was needed to counterbalance formal portraiture of solar electricians. For the image making, we collaborated with photographer Gary Gross, who has a solid history photographing industrial and manufacturing contexts.

For digital executions, the ‘movement’ of typography, and application of scale/repetition in relation to photography were hallmarks that ‘tied’ various formats and platforms together.

The branded, behaviour change campaign is driving engagement with digital apps and content, underpinning the project’s success by supporting course engagement and industry uptake. Registrations are growing, and pilot programs are performing well, as the tutors and facilitators refine delivery mechanisms.

The NETS course was effective in meeting the training needs of Pilot participants – providing up-to-date solar battery training with a mix of practical and theoretical learning, alongside accessible take-home resources. The high satisfaction rate attests to the overall quality of the course and training methodology employed.

Our creative intent was to articulate the aspirational attributes of participants, and what their achievements and qualifications could mean to future career and prospects. We were very deliberate in pairing messages with images of practitioners that may have been at odds with initial audience expectation. i.e. pairing ‘leader’ and ‘powerbroker’ with young female graduates, and ‘futurist’ with older, later career practitioners. With this approach, we aimed to move the conversation around gender and age biases within the industry forward.

Materiality was critically important to the collateral executions, and we used custom, geometrically embossed uncoated sheets as the stock for all campaign collateral.