Curtin University – Institute for Energy Transition
Curtin University is a leader in research and teaching with a strong focus on sustainability and innovation. In 2022, the University established the Institute for Energy Transition—a flagship bringing together researchers, centres, students and resources to align and focus their activities through the energy transition.
The brief
The Institute was brand new and had a staff of one: its Inaugural Director, Professor Claus Otto. Claus’s mission was to bring together a team of ten research leaders from across the University to kick-start the Institute’s activities. To do this, he needed a compelling positioning approach and clear key messages (and solid communication foundations ahead of a formal media and industry launch).
The immediate priority was to enable meaningful discussions with researchers and industry partners – so in practical terms this looked like a simple website, corporate brochure and introductory slide deck to communicate the Institute’s’ vision and bring stakeholders on board.
What we did
There was little budget for audience research, so we adapted our research phase to investigate how other institutes around the world presented their energy transition stories. This kind of peer (rather than competitor) analysis helped us understand what worked and what didn’t when engaging diverse audiences with multiple motivations, needs and calls to action.
Over the course of an eight-month engagement, we collaborated with Claus to develop the Institute’s value proposition, mission, vision and purpose. We then created key messages, crafted the website copy and prepared an introductory slide deck to facilitate conversations with academics, industry leaders and the community. We worked closely with a web developer to bring the Institute’s fresh story to life online.
Following the media and industry launch, Claus wanted to maintain the momentum and buzz, so we conducted interviews with three of the newly appointed research theme leaders, writing up their insights and perspectives from their deep work in the energy humanities, the circular economy and hydrogen technologies.
The result
As a result of our collaboration, the Institute for Energy Transition was able to launch with a clear and compelling message that resonated with researchers, students and industry alike. The Institute’s website and slide deck were well received and enabled meaningful discussions with academics, industry leaders and the community. The Institute is now known as a leader in energy transition research, teaching and engagement, receiving recognition from industry peers and the broader community.
Professor Claus Otto, Inaugural Director of the Institute for Energy Transition said: “I was delighted to work with Veronika to develop our positioning and communication foundations. Her insights, experience and creativity helped me articulate our vision and purpose, ultimately helping to bring other researchers on board. After the launch, I received many positive comments about our website and appreciate Veronika’s dedication to seeing this through.”