Casting ABB's customers as the heroes of the energy transition.

Client: ABB
Partner: ROI DNA
Scope: Verbal identity, brand copy, campaign, launch film, websites

The Challenge

With industrial leaders facing growing pressure to lower the emissions of existing operations and fast-track new low-carbon projects, ABB needed to communicate the full suite of its solutions and position itself as the ideal partner for decarbonisation. Essentially, it needed to be known for something.

The Solution

Working with the creative and strategy teams at agency ROI·DNA, we developed four campaign concepts targeting senior stakeholders across both hydrocarbon and low/no carbon industries. Each concept felt like an extension of ABB’s global ‘Engineered to outrun’ campaign, and gave a sense of forward momentum and transformation.

You plus ABB equals innovation at scale campaign over a pylon beneath a starry sky

The Sum

We positioned ABB as the agent of progress and the target audience as the heroes of energy transition. A partnership that delivers clarity, confidence, and coordination.

ABB energy transition campaign showing wind turbines at sunset

Optimizing today

To enable tomorrow

Turning moments into momentum

This concept speaks to those wanting to turn moments of action into visible outcomes. Because the moment you decide on proof over promises, value over vision, iteration over reinvention… momentum builds.

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