BigMoon Power is a tidal and kinetic-hydro energy company that builds machines to pull electricity out of moving water. I ran brand and communications as VP of Marketing & Communications from 2021 to 2024, based out of the company's Nova Scotia operations. Clean energy is a category where the technology is complicated, the regulatory scrutiny is high, and most of the audience has never heard of you. My job was to make a serious engineering company legible to utilities, investors, press, and government partners.

The Work

I built the brand from the identity out: the BigMoon wordmark, the visual system, and Falcon, the sub-brand for the company's commercial tidal vessel. The Falcon mark went on the hull of the first commercial unit, a barge-mounted kinetic wheel deployed in the Bay of Fundy, which has the strongest tides in the world. Alongside the identity, I built the messaging architecture and ran communications across every channel: press, social, investor materials, and the announcements that put the company on the map. I wrote and managed the release announcing BigMoon's capital partnership with Orion Infrastructure Capital, a New York clean-energy fund, which was the milestone that moved the company from prototype to scale. Over three years I secured 50+ earned media placements, including features in The Guardian and CBC, and grew the company's social reach 150% year over year.

Takeaway

Renewable energy startups usually struggle to explain themselves well. The science is real but the story is buried under jargon, and the people who need to believe in you (utilities, regulators, investors) don't have the patience to dig for it. I spent three years turning a hard-tech tidal company into something a person could understand and take seriously. It's the kind of brand problem I like most: real stakes, real complexity, and no junk to hide behind.

*Note: BigMoon Power has since been acquired by Occurrent Power