Telling a sustainable story
Confidence through clarity
ONYX Insight is a global leader in wind turbine analytics and engineering. With ambitions to build a more efficient future by becoming the world’s most innovative provider of predictive maintenance technology solutions, ONYX recognised that parts of their brand and communications weren’t doing its offer justice.
We were tasked with developing a creative campaign for their Condition Monitoring Services offering – a core part of the ONYX business, for which it has significant plans for future growth. The services enable ONYX customers to see ahead and get a clear live picture of the health of their assets – making it possible to plan for the future with confidence. Through data collected from over 10,000 turbines globally, ONYX’s advanced analytics and engineering expertise helps to inform decision-making which prevents turbine breakdowns, reduces unnecessary downtime and minimises unforeseen maintenance costs – all of which makes daily wind farm operations run smoother and boosts potential profitability.
Our objectives for the project were clear: demonstrate ONYX’s ongoing commitment to supporting its customers, put clear water between itself and its competitors’ offers and set new standards for how the brand approaches creative, marketing and campaign projects. We were delighted to deliver exactly that.
ONYX Insight monitors more than 10,000 wind turbines globally – all learning from each other – to set the benchmark for condition monitoring data.
Crafting the concept
Having already developed and shared initial thoughts as part of a pitch phase, we built out and further shaped our ideas with the support of insight gleaned from stakeholder interviews, additional desk research and audits.
Hearing first hand how ONYX’s Condition Monitoring Services operate – and the difference they make for its customers – led us to define a central idea for the campaign: Confidence through clarity. Supported by three themes – connection, control and conviction – the strategy informed the direction of the campaign’s creative, including its messaging and overall look and feel.
Bringing data to life
With the brand’s existing identity off limits, but with the need for new visual language to be introduced, we explored ways that we could expand its expression – applying creativity and common sense to develop ideas and design solutions that could communicate the campaign strategy with conviction.
We explored in detail the potential of bringing data to life – culminating in the development of a bespoke graphic animation which brought a real energy and dynamism to the campaign’s creative and is both eye-catching and informative. Showcasing a constant flow and liquid-like fluidity, the data flow animation was used as a golden thread across all communications – knitting the story of ONYX’s Condition Monitoring Services together neatly, and giving communications both visual interest and genuine meaning.
Telling a joined-up story
With little imagery in the bank, but the need for the campaign to present a more human and people-focused side to the ONYX brand, we commissioned new photography and film. From wind turbines to employees at work, the modern styling and compositions of the brand’s new photography – shot by Ben Statham and art directed by ourselves – gave the campaign an entirely new flavour and feel, something the main ONYX brand has now started to incorporate into its wider marketing and communications.
The campaign’s moving footage was shot to demonstrate and communicate how ONYX and its services deliver for its customers. Putting ONYX people firmly in the spotlight, and linking together the business’s unique combination of analytics and engineering, the variety of footage shot allowed us to tell a joined-up and complete story for the Condition Monitoring Services offering.
A wind of change
The campaign’s rollout was multichannel and included everything from social media to email, web design to thought leadership creation. Ensuring that all applications were coherent in both tone and look and feel was vital to the campaign's success, so we worked collaboratively with the ONYX marketing team to give them the toolkit and templates they needed to deliver an ambitious content plan over several months.
The outputs from the campaign shaped not only ONYX’s condition monitoring communications, but also set a clear blueprint and standard for all future creative work – unlocking new opportunities for the brand to explore, and ultimately enable it to communicate with renewed confidence.
After deciding to invest significantly in creative for the first time, we needed a partner that could work through a range of ideas and evolve them into something that truly reinforces and propels who we are. Cubic has delivered just that – exceeding our expectations coming into the project by pushing our existing brand standards to new heights.
Marketing Manager, ONYX Insight