Helix Earth Technologies is a NASA-born clean tech startup revolutionizing commercial HVAC with breakthrough humidity control technology, recognized with a SXSW Smart Cities pitch win and Forbes 30 Under 30.
Engaged as brand strategist and creative director ahead of their next fundraising stage, I led a brand refresh, content strategy, and copywriting project from strategy through launch. What began as a complete rebrand evolved through discovery into a thoughtful refresh of their existing logo and visual identity.
The project required significant upfront investment in education and alignment. The client initially wanted to build on Squarespace, but through careful explanation of their goals and requirements, it became clear that the features and functionality they needed could only be achieved on a custom WordPress build. Walking the client through the full discover, define, design, deliver process took extra time and care, but it created the shared understanding needed to move forward with confidence.
That same rigor applied to persona development, brand narrative, and B2B copywriting principles. I built understanding around not just what we were building but why every decision served their audiences and their business goals. The result was a complete audience architecture: five distinct personas, each with a unique conversion path mapped from the homepage as a universal entry point through to a specific call to action. The information architecture was built entirely around the needs and decision-making triggers of each audience, so every page had a clear job to do.
Selecting the right tech stack was equally deliberate, evaluating and integrating third-party plugins, add-ons, APIs, site hosting, HubSpot lead capture, and custom coding to build a modern, scalable website that could grow with the company. I built the competitive analysis and persona framework for five distinct audiences: facility managers, building owners, channel partners, investors, and engineers, then wrote a 35-page B2B copy document spanning 14 web pages.
Deliverables included a website, explainer video, a homepage hype film, a PowerPoint master template system, and a complete HubSpot lead capture integration with full SEO optimization.
The client went on to win the SXSW Smart Cities category and the ALLY Energy Grit Award for Best Energy Startup of the year.
Helix Earth Personas Flow and Features
Brand Exploration Presentation