Innovating an Aerospace Leader: Elevating a Brand and Digital Storytelling
Desert Works Propulsion (DWP), a leader in aerospace innovations, needed to revitalize its brand and better communicate its expertise to stand out in a competitive market. Despite 80 years of combined engineering experience, their existing website didn’t effectively reflect their innovative edge. I led the overhaul of DWP’s digital presence by rewriting the website copy, creating marketing materials, and developing a pitch deck that emphasized their expertise and cutting-edge solutions. The result was a surge in new business leads and impressive growth in website engagement, including a 148% increase in unique visitors and 43% increase in page views.
The Details
Project Type:
Website
Content creation
Brand voice development
Print marketing collateral
Deliverables:
Website copy
Marketing brochure
Branded one-page
Pitch deck
The Company: Desert Works Propulsion
The Audience: Aerospace company executives
The Full Picture
The background:
Desert Works Propulsion is the first and only provider of electric propulsion expertise as a service. They are also leading exceptional breakthroughs in aerospace innovations and technologies. With 80 years of combined aerospace engineering experience, their team brings a wealth of knowledge, although the company itself is relatively new. They had a website, but it didn’t effectively communicate their expertise. Let’s just say that while the DWP team are leading experts in aerospace technologies, marketing fundamentals were as foreign to them as ion thrusters were to me at first.
The Challenge: One of the challenges of having decades of experience is that newcomers and flashy startups may perceive you as outdated—which couldn’t be further from the truth for DWP. The challenge was finding the right balance to convey their expertise while highlighting their innovative approach through both messaging and visual branding elements.
The Objective: The goal was to revitalize DWP’s image across its website and promotional materials to position them as the experienced, innovative leaders in their field.
Project Details: My approach was to tell their story across print and digital channels, starting by uncovering their brand tone and personality—experienced and cutting-edge, never boring or dated. I began with the website, rewriting all the copy and structuring it to better articulate their mission and unique offerings.
With the support of a UX and graphic designer, I created the copy for a marketing brochure and a one-pager to distribute at industry events and conferences. Next, I outlined the story for a pitch deck and wrote all the copy for the slides.
Results: Since the launch of the new website, DWP has experienced a surge in new business leads and remarkable enhancements to its online visibility:
148% increase in unique visitors
43% increase in page views
33% increase in time spent on page
The transition to the new site was smooth, with no drop in viewership or rise in bounce rates, showcasing effective execution and strong user retention.
Want to learn more about the branding elements of this project?