The brief:
Mitsubishi Electric is a leading manufacturer and seller of electrical systems and electronic products including everything from elevators and escalators to air conditioners, semiconductors, and satellites.
The challenge: In 2018, the company approached me to write hero copy, headlines, and CTAs for its global website to direct more traffic to their products and solutions pages.
My role:
I worked directly with the creative director to develop a concept of juxtaposition: local + domestic combined with global + future-focused images and copy. This concept shows readers Mitsubishi Electric’s products are things you might find every day in your home, mode of transportation, office building, or shopping center. At the same time, these places then expand fluidly from what’s familiar to what’s abstract (like satellites orbiting in space) where we would spotlight the company’s leadership in research and technological innovations.
Highlight:
In areas of the site where space limited juxtaposition, we maintained the spirit of inspiration, creation, and future-forward thinking by connecting readers to the research and backgrounds of ME’s products and solutions.
