Revolutionising Environmental Data: Earn's brand redesign and relaunch with Move78
In September 2023, Move78 partnered with Earn to enhance their environmental attribute verification and trading platform. Our goal was to establish Earn as a leader in the environmental attributes trading space by leveraging our expertise in decentralised and web3 technology and strategic brand development. The partnership aimed to transform complex technical propositions into compelling, user-friendly solutions that support both commercial and environmental success.
Commodities & Energy
Industry
2023
Year
4
Workshops
5 weeks
To reinvigorate value proposition
Services provided
- Collaborative exploration process
- Value proposition & messaging definition
- Rebrand: Creative direction
- Strategic brand development
- Web design and build of a digital platform
- SEO optimization and content strategy.
- Integration of CRM and analytics tools
Challenges
EarnDLT needed a web presence that reflected the cutting-edge nature of their business and that clearly communicated the tangible benefits blockchain can bring to environmental attributes trading and ESG reporting.
This was challenging because the paradigm shift required in both market and supply chain behaviour meant that significant industry and stakeholder education would be required.
Overcoming industry scepticism was also required as both the blockchain and ESG industries had been controversial, while at the same time it was needed to bridge knowledge gaps within the energy sector which is traditionally slow and risk-averse.
Approach
Strategic Collaboration: Redefining Earn's Brand and Digital Presence
In our recent collaboration with Earn, Move78 took on more than just a consulting role; we integrated deeply with their team, sharpened the value proposition and enhanced the digital platform.
Tasked with redefining and energising Earn's value proposition, brand assets, and digital platform, Move78 worked seamlessly as an extension of the Earn team. This journey wasn't just about refreshing a brand; it was a strategic overhaul aimed at placing Earn at the forefront of the environmental data sector.
Through a series of dynamic workshops and integrated team efforts, we reimagined how Earn interacts with its users, ensuring that each touchpoint (digital and physical) was not only functional but also inspirational.
This case study will outline our streamlined approach and the strategic insights that emerged, providing key takeaways for any leader looking to drive meaningful change in their organisation.
Approach
Insight driven value proposition development
The Move team interviewed the leadership team, and other stakeholders to collaboratively establish a compelling angle on the market need and category problem, and how
- Huge amounts of value in the world are trapped as data
- unable to be traded
- Earn allows high-quality data to be shared, enabling producers to unlock additional value from it.
We do this by making it easy for Producers to earn value by sharing data in a transparent, trustworthy manner so that everyone can benefit from greater trust, transparency, provenance and verification.
We create trust and transparency through verifiable provenance and environmental attributes*.
Organisations are facing expanding market and regulatory pressures to enhance transparency and compliance surrounding supply chain partners, greenhouse gas (GHG) emissions, and other environmental and social impacts.
However, large pockets of value across the energy sector are currently locked in data silos, unable to be measured, recorded or validated, leading to a lack of trust and transparency.
Earn is dedicated to enabling clean energy producers to create value from these "untapped sources", where there are market failures in liquidity, trust and connection.
We do this using our Quantified Emissions Token (QET) product, with associated Environmental Attributes*. This enhances traditional offsets and nature-based credits (for buyers) and offers another critical revenue stream for clean energy producers.
The Quantified Emissions Token™
is a secure and verifiable standard for encoding and sharing the value attached to environmental attributes that connects the entire energy ecosystem.
Approach
Product orientation around solutions: user centric product propositions
The Earn and Move78 design team engaged in a number of workshops to deeply understand the target customer personas. These sessions were instrumental in developing a deep understanding of the challenges and priorities of key user groups:
For ESG Analysts: Focused on sustainability and reporting, the platform provides high-fidelity, primary sustainability data to help reduce emissions across value chains.
For Commodity Salespeople: The solution enhances commodity sales by facilitating the unlocking and transaction of valuable environmental data, making each exchange more impactful.
For Commodity Producers: Tailored to meet stringent regulatory and compliance demands, the platform supports accurate emissions reporting and reduction initiatives.
For Measurement and Verification Providers: Earn offers reliable tools for the precise measurement and quantification of primary emissions data, enhancing the credibility and efficiency of environmental reporting.
After identifying the unique needs and decision-making processes of these personas, the team crafted dedicated solutions pages on the platform. Each page is designed to present the value propositions in a context that resonates most effectively with the respective user group.
This targeted approach ensures that each segment encounters a tailored experience that addresses their specific requirements and challenges, thereby enhancing user engagement and satisfaction.
Results
Over a three month process the Earn and Move78 teams delivered:
4
Workshops
5 weeks
To reinvigorate value proposition
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