Although we're used to seeing beautiful images from space, people are far less familiar with SAR Earth Observation technology, a very powerful data source. To start conversations around SAR, we decided to create intro content about SAR usage that we could build on as part of our long-term content strategy.
Content management at UrtheCast was a beautiful bootstrapped beast.
From press releases, to thought leadership blogs, to media coverage to new videos of earth to feature — a lot of comms came together in the UrtheCast blog. It was this editorial content (and the gallery content) that was most rewarding to work on, as a writer.
I get a little thrill out of advertising without advertising; by turning the focus away from the company. It's not only authentic and incredibly effective, it's also good for the business soul. (It's a thing, k.)
To instil humanity and trust in a high-tech brand we told the narrative of the planet rather than the company, making the brand more relatable for a larger audience. Language and imagery remained relatable and "shareable", positive associations were created, and some pretty sweet media partnerships were established as a result of this project.
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