Challenge: Educate mac-tech's B2B consumers about their services and business philosophy through the story of "Invisible Upgrade." Do so in an approachable tone that is not exessively salesy.

 

Solution: I spoke at length with the Project Engineer, who emphasized the important role of open communication and listening that allows mac-tech to custom-craft a solution for each client. I made sure that, in addition to their technical prowess, their values and work style were communicated in a way that demonstrates their importance to mac-tech's success.