After winning a six-way pitch, Emperor rose to the challenge energetically. We knew that Drax employees would be key to delivering every aspect of 'The Drax Solution'. We also understood that the company could only achieve its goal by winning the right support, particularly from government. Equipped with this insight, we set out to create our own innovative solution.
What does it take to explain a complex idea in a way that engages everyone?
We knew that the language we used had to strike a delicate balance. It needed to address the interplay of supply, affordability and low carbon (also known as the energy trilemma). It had to explain the issues with coal. Not least, it had to show how Drax had found an answer in sustainably sourced biomass.
We framed The Drax Solution appropriately but boldly – introducing the key messages from the very beginning of the report in a section called 'What's our solution?'. And to highlight the importance of Drax employees throughout, we featured case studies that showed how key people were involved at every stage.
Within the sustainability section, we explored the processes, policies and actions needed to source biomass energy. All of this was possible because we worked closely with the Drax team and several other stakeholders, holding extensive conversations about what the best approach would be. What’s more, the design of the report happened in harmony with our strategic thinking, resulting in one efficient process.