Project Description

General Science & Engineering

Haldor Topsoe

Launch of breakthrough connected plant technology

The brief

Topsoe had partnered with Honeywell UOP to bring the company’s sophisticated Connected Plant technology to Topsoe-designed ammonia and other plants. The company asked Swerve to develop a name for the new technology, along with an introductory film concept and a launch campaign.

The swerve

Through a serious of working group sessions, Swerve developed a name, a customer value proposition/tagline, a communication platform and marketing collateral for the new offering. A first challenge involved recasting a technology into a Topsoe service. A secondary aim was to position “ClearView™” right at the top of the company’s services portfolio, which we were also helping to define.

The means

Naming process, value proposition/tagline development, messaging hierarchy, communication platform, film concept and script, brochure, website copy and other collateral.

The outcome

Today, ClearView™ has been rolled out as an offering for Topsoe’s ammonia, hydrogen, methanol and WSA plants.

This was an interesting project in that we weren’t just promoting our own plant designs or catalysts, but a partnership with Honeywell. Swerve handled this complex assignment on time, on budget and with great results.

— Esben Rosengård, Xxxxx, Haldor Topsoe

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