As part of NTT’s sustainability policies, the brand wanted to create a website to communicate its Innovation for a Sustainable Future program, which consists of a wide range of technology innovations aimed at helping tackle some the UN’s development goals through the paradigm change from electronics to photonics.
The brand usually communicated this kind of technologies from a very techy and engineering point of view, which resulted in cold, hard to understand descriptions.
We proposed to go right the other way and tell about NTTs innovations from the very specific benefit they bring to the table to make the content appealing and understandable to a wider audience.
So, instead of describing a technology to detect thunderstorms, we focused on the capacity it brings to capture lightning and avoid damage. Instead of describing the tech that enables to process traffic data in real time, we highlighted the benefit of having lightless city interseactions. And, finally, instead going into detail about how digital twins are build, we spoke about how they improve medicine treatments from research to personalization.
Those who wanted to deep dive and learn about what change in the paradign of technology could make it all possible, could also find infographics and more detailed documentation.
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