Project:

Launching a revolutionary AI-driven wireless telematics solution for the construction industry.

Strategy:

• Verbal identity exploration & development
• Key messaging hierarchy

Creative & copywriting:

• Pre-launch website
• App 
• Instruction manual
• Internal HR messaging.

Approach:

Fuel is the largest single cost of any construction project. Yet it’s one of the least digitised industries in the world and managers have no idea how much they’re losing via wasteful idling.

A joint venture from Shell and BCG Digital Ventures, MachineMax is a revolutionary service that tracks the activity of every machine in a fleet to provide a unique level of oversight and control.

Results:

After a successful launch, MachineMax now supports 77 global customers in over 30 countries, with an asset base of over $1 billion.

As a direct result of the launch work, I was later recruited to work on a second telematics start-up in California.