Reframing a national energy narrative
Turning a campaign pivot into a scalable toolkit for sector-wide alignment
Energy / renewables
Scotland
- External Affairs
- Strategic communications
- Stakeholder engagement
- Campaign development
Scottish Renewables set out to deliver Built Together: Scotland’s Energy Future – a national, public-facing campaign to strengthen how the sector communicates its role in the energy transition.
But early feedback exposed a tension. Cost, capacity, and timing made a large-scale campaign difficult to deliver. At the same time, members still needed consistent, credible messaging to support local engagement – particularly in a politically complex environment.
Aspect’s External Affairs and Marketing teams worked collaboratively to reframe the challenge: not “how to scale a campaign,” but “how to equip a sector.”
A shared narrative, built to scale
We designed a flexible, insight-led toolkit built around a single, unifying brand – for the first time ever giving Scottish Renewables members a shared narrative and generating a visual identity they could adopt and adapt with confidence.
Crucially, the solution combined consistency with usability: a coherent national story, delivered through practical tools and hosted in a controlled digital environment. This enabled immediate application while laying the groundwork for future campaign expansion.
Narrative and brand system
Developed a core national storyline and a single visual identity for Built Together – ensuring consistency in how the sector presents its role in Scotland’s energy future.
Modular messaging architecture
Built region-specific and technology-specific modules, allowing members to tailor communications while staying aligned to the overarching narrative.
Practical engagement toolkit
Created a suite of ready-to-use resources including FAQs, case studies, and “difficult question” responses – supporting real-world community engagement.
Digital platform (Notion)
Structured and deployed the full toolkit within a shared Notion environment—giving members controlled, easy access to content, templates and updates in a single, live resource.
Project highlights
The pivot transformed Built Together into a long-term sector asset—embedding consistent messaging, shared identity, and practical tools across member organisations.
By combining brand, content and platform, the work removed friction—making it easy for members to access, adapt and apply the narrative in their own contexts.
From campaign to scalable platform
- Repositioned Built Together from a public campaign into a practical, scalable toolkit for member use
- Established a single, credible brand and narrative framework for the sector
- Enabled consistent yet locally adaptable communication across Scottish Renewables members
- Delivered a live, accessible resource via a shared Notion platform
- Created a foundation for future growth into a digital platform and potential public-facing campaign
“Aspect helped us rethink what success looked like. The result is something our members can actually use – bringing consistency, credibility and flexibility to how we communicate across the sector.”
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Peter Smyth
External Affairs Director