Brought in to write website copy for this clean energy startup, I quickly saw that the real work needed to begin with brand strategy: they were an expensive, hard-to-understand alternative in an inertia-driven category. Customers would have to shop on values to choose Stow over regular heat and A/C systems.

So we needed to position Stow not as a functional choice, but as an aspirational one for their Allbirds-wearing, EV-driving, Impossible Burger-eating core customers.

So for this project, I built the brand foundation first: Why We Exist and the meaning behind their name — and then framed the rest of the website copy with that mission, including translating complex, technical features into conversational, understandable benefits.