ENOVIX
RED QUEEN HYPOTHESIS
STRATEGIC POSITIONING FOR BATTERY INNOVATION
(Strategy Lead, Narrative Framework )Enovix developed 3D silicon lithium-ion architecture that fundamentally reimagined battery design, but the innovation risked being lost in incremental improvement narratives. The challenge was positioning breakthrough engineering in a market where "better battery" claims are white noise.
I developed the strategic framing around the Red Queen Hypothesis — the evolutionary principle that systems must constantly adapt just to survive. This repositioned Enovix not as iterative improvement but as necessary evolution in a market where standing still means falling behind.
Beyond positioning, I created visual frameworks and narrative imagery for PR/communications decks designed to inspire the agency team — translating dry technical subject matter into compelling creative direction.
The framework guided B2B communications, PR strategy and product positioning.
I developed the strategic framing around the Red Queen Hypothesis — the evolutionary principle that systems must constantly adapt just to survive. This repositioned Enovix not as iterative improvement but as necessary evolution in a market where standing still means falling behind.
Beyond positioning, I created visual frameworks and narrative imagery for PR/communications decks designed to inspire the agency team — translating dry technical subject matter into compelling creative direction.
The framework guided B2B communications, PR strategy and product positioning.
