New Fuels

JCAP … The Brightest Discoveries in Cutting-Edge Fuels

The Joint Center for Artificial Photosynthesis (JCAP) is the nation’s largest research program dedicated to the development of cutting-edge solar-fuel technology. Funded by the U.S. Department of Energy, JCAP partners include scientists from the Lawrence Berkeley Lab’s Helios Research Center, the Stanford Linear Accelerator, and the California Institute of Technology. As part of the public communications team, I conceived, wrote, and finessed a detailed brochure championing JCAP and the revolutionary, executable technology it is developing. This collateral had to translate highly complex science into a narrative of context and meaning — a story that was both easily understandable and compelling to the layman. It had to communicate critical metrics and technological specs while delivering an aspirational message and emotional call-to-action. And it had to accomplish this in a streamlined brochure designed for DC lawmakers, high-level government officials, and others comprising a busy and decidedly non-technical audience. The work was fun, rewarding, and a resounding success.