ABB – Creating the Language of Wind Economy
Client: ABB (Wind Division)
Role: Lead Concept Writer / Messaging Platform Architect
Discipline: VOICE / COPYWRITING
Voice
Defined the verbal strategy and tone for ABB’s global wind power division — rooted in the concept of “wind economy.” A tone of quiet authority, technical clarity, and business-focused intelligence. It needed to speak to OEMs, investors, and utilities alike — without hype or jargon.
Copywriting
Developed the global messaging platform, core value propositions, and campaign line:
“Wind economy engineered into every megawatt.”
Delivered full copy for website, brochures, ads, film script, and direct campaigns — uniting ABB’s siloed products under one clear narrative.
Brand Voice
Key Traits:
Technically confident — no exaggeration, just engineering mastery
Economically smart — focused on ROI, lifecycle value, and yield
Globally fluent — works across B2B, OEMs, and investor audiences
Narrative clarity — one story across many systems
Wind alone wasn’t the message. Wind economy was. This platform gave ABB a story to scale — and a voice that finally matched its global presence.
