Branding / Website / Campaign / Motion
CalState
Fire Defense
A technical product, made clear enough to buy.
The homepage had to make wildfire feel serious and the solution feel calm, in the same screen.
Homepage, 2024
Cal State Energy had built something genuinely hard to explain: a protective water barrier that defends a home from an approaching wildfire. What they did not have was any way to show it.
The situation
They came through a friend, which is how most of this work arrives. The product was finished and the science was sound. There was no brand, no website, and nothing a homeowner could look at and understand.
The first thing someone encounters with a product like this is not the technology. It is the fear. Nothing existed to meet them there.
What we did
Identity and a brand kit first, so every piece that followed came from the same place. Then a website built around a sequence rather than a sitemap: what the problem actually is, how the system works, what it protects, and what to do next.
A landing page for campaigns, printed material for the conversations that happen in a driveway rather than a browser, social graphics, and motion pieces to show a system that is difficult to photograph standing still.
The design work was less about decoration than order. A technical product does not need simplifying. It needs sequencing.
Everything was positioned around protection, automation and ease of use, rather than technical specifications alone.
The whole argument in one piece: five steps from assessment to a protected structure. A technical product does not need simplifying, it needs sequencing.
How It Works / campaign graphic
Carlos did a great job taking what is a fairly technical product and helping us present it in a way that was clear, professional and easy for homeowners to understand.Lade
Vice President, CalState Fire Defense
Two weeks from first conversation to a complete brand and digital presence, built from nothing.
Impact
Easier to understand, and the sales team felt it.
The site simplified a complex wildfire defense product and presented it in a clearer, more visually engaging way. CalState reported a noticeable surge in traffic after launch, along with more calls and inquiries reaching the sales team.
Increased website interest
A noticeable surge in visitors following the launch.
Clearer product story
The system became easier for potential customers to understand.
More sales inquiries
The sales team began receiving more calls and interest in the product.
Motion
The same argument, cut two ways.
A product like this is hard to photograph standing still. It only makes sense once you have seen water leave the head and sit over a roof. So the motion work does the explaining, in two formats, because a spot that works on a website does not work in a feed.
Forty seconds, widescreen, for the site and for a screen in a room. Room to hold on the hardware, the pump, the weather sensor and the controller, because at this length the proof is that the whole system is real.
Brand spot, 2024
Cut for the feed
Ten seconds, square, three beats and no voiceover: the threat, the system working, the product. It has to land with the sound off and at thumbnail size, so the type is set large and each card holds long enough to be read once.
Same footage, same palette, same type. A quarter of the length, because the feed does not give you forty seconds.
What was in it
- Logo + identity
- Brand kit
- Website design
- Website build
- Landing page
- UX / UI
- Marketing campaign
- Social graphics
- Video + motion
Start here
Tell me what
you're building.
You do not need to know which service you need, or have everything figured out. Describe the business, and I will tell you where I would start and what it would cost.