CONTEXT - THE PROBLEM BENEATH THE PROBLEM

A next-gen silicon-anode battery is remarkable engineering…and visually inert.

In this category, ‘battery marketing’ tends to look like a stock photo generator: electricity clichés and spec-sheet worship.
Enovix’s risk wasn’t that the product lacked performance.
It was that the story would make them look like everyone else.

And there was a second problem: if we won the account, the PR team needed a deck that could spark angles, headlines, and narratives — not just repeat Enovix’s existing site imagery and schematics.

THE REFRAME - THE REALIZATION THAT CHANGED EVERYTHING

Breakthrough tech doesn’t win only on specs. It wins on what it makes possible.

So the deck couldn’t behave like an ‘energy’ deck. It had to behave like a translation device — turning complex innovation into a clear mental model for non-technical people.

Alice in Wonderland became the right chassis: a familiar story about crossing into a new reality where the rules change. It let us explain Enovix as a threshold moment — moving batteries from incremental improvement to a different set of constraints and capabilities.

THE LEAP - THE MOVE NO ONE ELSE WOULD HAVE MADE

I built a narrative and visual system designed to do three things at once:

Cultural clarity (without dumbing down)
Use a widely understood story structure to make technical change legible: curiosity → threshold → new rules → new agency. The deck was not selling a battery. It was selling the idea of Enovix’s innovation and what it unlocks.

A smarter visual metaphor set
Replace industry clichés with purposeful symbols — Alice, the White Rabbit’s timepiece, the logic of urgency and capability — so the work felt like an innovation company, not an energy cliché factory.

Scientific credibility tied to the metaphor
Introduce the Red Queen Hypothesis (an actual evolutionary concept named after Carroll) to frame the competitive reality: progress isn’t optional; it’s survival. That connected Enovix’s advancement to a broader ecosystem shift, not a single product claim.

This wasn’t ‘whimsy.’ It was deliberate narrative engineering: visuals as a tool to help non-technical teams generate better stories, faster.

IMPACT - THE SHIFT CAUSED

The strategy won the business on two lines ‘Enovix is not seeking to create a new battery that outstrips the competition. Enovix is seeking to dominate the entire battery industry.’

The CMO said the strategy understood Enovix better than any agency they’d spoken to. It elevated them from ‘innovative hardware company’ to category-dictating force with a worldview large enough to match their technology.

Most importantly, the deck gave PR and media-facing teams a fresh narrative vocabulary — one they could actually use to pitch, explain, and build momentum beyond specs.