thomas e. mccracken

new book, same great face.

client | liminal, viatec, lo3 energy, and more

project | branding, advertising, marketing, and content creation—primarily for clean-energy tech brands

agency | alder & co.

direction | manda borealis, cd

timeframe | summer 15 > spring 24 (intermittent)

alder & co. is a women-owned-and-led marketing agency specializing in climate technologies. i partnered with them for nearly a decade, collaborating with the alder team and interfacing directly with clients. i created brand manifestos, voice guidelines, print and digital ads, video scripts, web and social copy, newsletters, blog posts, technical white papers, and more.

liminal insights
liminal is a leader in non-destructive ev battery cell inspection. using ultrasound technology and machine learning analytics, their inspection solutions empower cell manufacturers to lower costs, improve safety, and scale production.

viatec
viatec is an electrical equipment manufacturer. they design and build all-electric generators that are able to integrate into any electric, gas, or diesel truck chassis, to power worksite tools and equipment while reducing emissions.

columbia helicopters

columbia helicopters enlisted alder agency to bolster their industry credentials as a leader in maintenance, repair, and overhaul—a sector they've lead in expertise and innovation for over 50 years, but have been less than effective in laying claim to. we overhauled their website, updating functionality, refreshing the look of the brand, and zeroing in on an appropriate tone of voice throughout all of their web copy. net, i concepted the ad campaign "people make it possible," to focus on columbia's differentiating factor: their long-tenured workforce.

lo3 energy
lo3 manages cloud-based marketplace infrastructure for retail energy providers and distribution utilities. their platform, pando, utilizes blockchain technology to enable businesses and households to dynamically transact energy and services from ders and community assets.

portland bureau of transportation
"fixing our streets" is portland's locally funded street repair and traffic safety program. funding for the program comes from things like the 10-cent gas tax and heavy vehicle use tax—meaning, directly from portland residents. part of the promise of this program is to be transparent with how they use that funding, so they enlisted our help to create the 2017 annual report to accomplish that.

i took exhaustive amounts of information and broke it down into quick-reading and easily skimmable copy blocks, creating the project title and section headlines and subheads. then i worked with the designer to pair that with imagery from completed projects, renderings of planned projects, and some big bold iconography and infographics, all laid out in a narrative that's engaging, easy to follow, and easy to navigate.

let's connect. together we'll discover what great storytelling could do for you.

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