Our Next Energy
Building a category-defining brand around an invisible technology.
TEAM
Andy Nethery, ECD
Madison Kahn, CD, Story
Marc Baill, Executive Producer
Louis Moncouyoux, Lead Designer
Michele Underwood, CD Design
SERVICES
Brand strategy
Brand voice guidelines
UX copywriting
Messaging frameworks
Product storytelling
Video Scripts
B2B Marketing
Campaigns
Social Strategy
Thought leadership
THE ANSWER
Instead of talking about cells, chemistry, and specs, we focused on the human problems ONE was solving — eliminating range anxiety, creating safer technology, building a more sustainable supply chain, and accelerating the transition to electric vehicles. Through foundational messaging, voice, visual identity, and storytelling, we transformed ONE from a B2B battery company into a category leader with a mission people could understand, believe in, and rally behind.
THE BRIEF
Our future depends on better batteries. But most people have no idea why.
ONE was building breakthrough technology to create a more sustainable future and solve some of the biggest barriers to electrification — range anxiety, sustainability, safety, and access.
The problem?
The science was complicated.
The stakes were enormous.
Batteries were invisible.
No one understood why they should care.
Our challenge:
How do you turn complex technology into a movement people understand, believe in, and want to be part of?
THE INSIGHT
People don’t rally behind specs and deep tech. They rally behind solutions.
The EV conversation was stuck on what wasn’t working: range anxiety, safety concerns, sustainability questions, and supply chain challenges.
We turned those critiques into ONE’s reason for being.
The story wasn’t about building a better battery.It was about removing the barriers standing between people and a cleaner future.
Working alongside ECD Andrew Nethery, I helped build and launch ONE’s brand — developing the foundational strategy, messaging, voice, and storytelling system that carried the company from stealth mode through hypergrowth.
The work started with a comprehensive brand book that defined our positioning, voice, values, and messaging principles to create a consistent story across all audiences and touchpoints.
Aries Grid Launch
In 2023, ONE expanded beyond electric vehicles into an entirely new category: stationary energy storage. Aries Grid was designed to bring ONE’s battery technology to the grid — supporting renewable energy, stabilizing infrastructure, and creating a cleaner alternative to traditional backup power.
There was just one problem: the product didn’t have a name, a story, or a way to explain why it mattered.
I helped build the launch from the ground up — developing the product positioning, messaging framework, and go-to-market storytelling. We partnered with Oil Stain Labs to bring the product vision to life through industrial design and photoreal CGI, then translated that story across a launch film, product experience, website, and sales materials.
A year later, Aries Grid moved from concept to reality — with the first containers deployed at a utility substation in Illinois.
I built ONE’s foundational messaging and brand strategy. We created a design system that elevated the brand far beyond anything else in the EV category. We pulled viral stunts. And we partnered with BMW and Berkshire-Hathaway on brand campaigns that attracted millions of viewers.
Partnering closely with product teams, engineers, and subject matter experts, I translated complex battery technology into clear narratives that connected technical breakthroughs to real-world impact — from product launches and investor storytelling to video scripts, campaigns, conferences, and experiential brand moments.
→ Brand positioning
→ Messaging architecture
→ Product storytelling frameworks
→ Brand book + writing guidelines
→ Product launches + landing pages
→ Founder narratives + internal communications
→ Video scripts + thought leadership
→ Experiential booth storytelling
→ Conference + event messaging
I also developed a thought leadership platform in partnership with Popular Science. We created a six-part educational content series about electric batteries, breaking down the science and encouraging viewers to adopt a more sustainable future.
Making battery science make sense.
In partnership with Popular Science, we created a six-part educational series designed to bring ONE’s mission to a broader audience.
I wrote the scripts and provided creative direction for the videos — working with engineers, executives, and editors to turn technical concepts into accessible stories about range, sustainability, and the future of energy.
Because building a better battery only matters if people understand why.
ONE x BMW
A better battery changes what’s possible.
To introduce ONE’s 600-mile Gemini battery, we partnered with BMW to challenge expectations around electric vehicles and prove that range anxiety didn’t have to define the future.
I led messaging and creative development across the launch — from partner storytelling and press materials to video scripts and social content — turning a technical breakthrough into a story about where electric mobility goes next.
Iron. What’s next in electric.
As EV adoption accelerates, most conversations focus on lithium. We shifted the spotlight to the ingredient hiding in plain sight: iron. I helped concept and write "Iron Is What's Next in Electric," an educational campaign designed to reposition lithium iron phosphate (LFP) batteries as the future of electric mobility. Through a series of interactive stories, films, and product content, we translated complex battery chemistry into a simple, compelling narrative about safety, affordability, durability, and American manufacturing—helping establish ONE as both an innovator and educator in the next generation of energy.
How do you make battery chemistry memorable?
For ONE’s third year at The Battery Show, we transformed one of our biggest technical differentiators — our iron-based battery chemistry — into an experience people could actually see, understand, and remember.
The booth became more than a product showcase. It became a storytelling platform: bringing together product education, interactive experiences, executive conversations, and a little chemistry-inspired creativity (including 3,700 cups of cof[Fe]e) to start conversations around why iron is the future of electric.
From booth messaging to product storytelling, every touchpoint connected back to ONE’s larger mission: using better, safer, more sustainable batteries to help the future arrive faster.