When Westinghouse needed to shift public perception of the company from a nuclear energy provider to a purpose-driven company synonymous with carbon-free energy, Pipitone developed a two-pronged strategy to be purpose driven while delivering customer centric solutions. As a legacy brand with ambitions to address the global climate emergency, Westinghouse implemented mission-forward messaging for carbon-free energy and product-forward messaging showcasing our innovation and digital-first solutions.
Shaping Tomorrow's Energy Brand Video
By enhancing its digital presence and engaging its purpose, Pipitone positioned Westinghouse to support net-zero carbon emission targets set by nations across the globe. Redefining the brand included defining verticals, a new products roadmap and a visual aesthetic that spanned both mission- and product-forward strategies.
Following Westinghouse’s brand campaign efforts, nuclear energy specialists Bisconti Research revealed that U.S. public opinion of nuclear energy improved from 2020, when 53% of the public favored nuclear energy, to 2021, when 61% favored it.
Public opinion of nuclear energy in the United States improved from 2020, when 53% of the public favored nuclear energy, to 2021, when 61% favored it.
This approach generated powerful awareness
Traffic on the Shaping Tomorrow’s Energy page up by 92% from the year before and up by 143% during the month after launch.
AP1000® Technology Video