Strategy

1. Insight-Led Brand Foundation

We grounded the entire brand in deep audience intelligence using the Metia Content Resonance System (CRS™). This enabled us to develop:

• Market segmentation and persona development across three core audiences:

  • Geoscientists (innovation community)

  • Energy entrepreneurs and innovators

  • Senior oil & gas executives

• A comprehensive messaging and positioning framework

• A differentiated brand narrative rooted in optimism, collaboration, and transformation

This insight-led approach ensured that the language, tone, and value propositions resonated authentically with each audience group.

2. Integrated Brand & Content Ecosystem

Rather than launching with static brand assets, we built a dynamic, data-driven content engine designed to build awareness and drive demand.

Brand & Website Launch

• Visual identity system

• Messaging architecture

• New website

• Comprehensive editorial calendar

• Data-driven content plan with full bill of materials

• Demand generation plan to support rapid growth

3. Signature Content Platforms

ThinkOnward Brand Video

A fast-paced hero film introduced the company’s vision and mission to the market, establishing emotional resonance and strategic ambition.

ThinkOnward Voices Series

A leadership storytelling video series brought authenticity to the brand, showcasing personal “Onward” journeys and reinforcing mission-driven credibility.

4. Manifesto for Change (Episodic Brand Series)

Goal: Brand awareness and demand generation

An opinionated, episodic content series designed to spotlight the people behind the brand and their vision for transforming the oil and gas industry.

• Weekly published interviews featuring leadership, partners, and customers

• Hosted in Infogram with a bold, animated visual identity

• Structured for easy embedding and shareability

• After 12 weeks, compiled into a gated downloadable manifesto

This transformed episodic thought leadership into a long-term demand generation asset and a cornerstone of the brand story.

5. Brainstorming for Breakthroughs Toolkit

Goal: Community engagement and demand generation

A gated, highly visual how-to guide designed to activate ThinkOnward’s existing data science community and attract new members.

The toolkit provided actionable techniques for:

• Managing innovation sessions

• Overcoming mental blocks

• Stimulating creative thinking

• Selling ideas internally and externally

Supported by a multi-channel advertising campaign, this asset drove both acquisition and deeper engagement within the innovation community.

6. Data Science Rockstar Infographic

Goal: Attract diverse data science talent

Built on key CRS™ insights into data scientist motivations, the infographic:

• Showcased peer expertise and applied geoscience data techniques

• Directed prospects to open-source datasets for hands-on exploration

• Highlighted complex, intellectually stimulating challenges already solved

This content was amplified through paid channels, successfully attracting new data scientists and increasing diversity of thought within the community.

Deliverables

• Brand strategy and positioning framework

• Visual identity system

• Market segmentation and persona development

• Website design and launch

• Data-driven content strategy and editorial calendar

• Demand generation launch plan

• Brand video

• ThinkOnward Voices video series

• Manifesto for Change episodic series + gated asset

• Brainstorming for Breakthroughs gated toolkit

• Data Science Rockstar infographic

• Multi-channel advertising campaigns

Results

• Successful launch of a new climate tech brand in a complex, technical market

• Increased community membership among data scientists

• Greater diversity of skills within the innovation community

• Strong engagement across episodic and gated content

• Established ThinkOnward as a bold, mission-driven voice within climate tech and oil & gas innovation

Most importantly, the integrated brand and content strategy created not just awareness — but an engaged innovation ecosystem, positioning ThinkOnward as a catalyst for transformation in one of the world’s most critical industries.