Aurora Hydrogen, a hydrogen company headquartered in Canada, produces zero-emissions hydrogen through a novel method of methane pyrolysis. In other words, Aurora’s technology converts natural gas into hydrogen and solid carbon without generating any greenhouse gases. The unique value of Aurora’s method is its efficiency, which drives down costs and time to deployment for companies looking to adopt clean hydrogen.
Challenge
After securing Series A funding, the company was ready to begin piloting its hydrogen production plant in preparation to scale its technology in hard to decarbonize sectors, such as long-distance trucking, steel manufacturing, and chemical production. When seeking out potential partners in these spaces, Aurora faced two key challenges.
First, in the rapidly growing clean hydrogen space — where most technologies were not commercially proven — Aurora was still carving out its position and clarifying its value proposition. And second, the buzz and hype surrounding clean hydrogen was generating a great deal of interest, but Aurora needed to distinguish between those who were serious about moving forward with a project and those who were still testing the waters.
Aurora’s website, often used by decision makers to gauge credibility and learn more, was one of its biggest opportunities for improvement. It wasn’t reflective of Aurora’s capabilities and provided little information about the company’s unique offering.
Aurora faces some tough communication challenges because we build complex technology in an emerging clean energy market. INK helped us bring clarity, distinction, and credibility to our web presence.
Andrew Gillis
Chief Executive Officer, Aurora Hydrogen
Solution
Aurora partnered with INK for a strategic website redesign which aimed to emphasize the company’s maturity, dependability, and value. Through its website, Aurora wanted to position itself as a long-term partner for companies ready to lower their energy costs and emissions simultaneously. As a first step, we conducted stakeholder interviews and competitive research to inform a website messaging framework, web copy, webpage design, and site development.
As we brought the website to life, one core focus was answering “Why Aurora?” clearly and succinctly. The goal was to help decision makers understand the company’s purpose, how its technology works, why it’s different from competitors, and whether it was a good fit for the customer’s project.
Our content, design, and development teams collaborated to integrate interactive features, animation, and video, helping to tell Aurora’s technology story in an engaging way. We also used people-centric visuals to humanize the brand and showcase the impact of clean hydrogen for end beneficiaries.
To ensure everything ran as smoothly as possible, we leveraged NextJS and PayloadCMS in our web development — pivotal upgrades that support faster load times and improved responsiveness. These platforms elevated the website’s user experience, supported the website’s technical SEO performance, and helped streamline any future content updates.
As is common for early stage-companies, Aurora did not have extensive case studies or customer logos to convey its credibility. Instead, we highlighted Aurora’s prestigious investors, featuring several energy supermajors and renowned universities. This approach showcased the company’s strong backing and emphasized its promising potential in the market.
Results
Aurora’s website redesign now confidently showcases its value proposition, serving as a springboard for initiating partnerships and driving informed inquiries about hydrogen projects. This website project also laid the foundation for developing additional sales and marketing collateral, leveraging the new brand elements from the website to further bolster Aurora’s market credibility.
