How we balance creativity and technical accuracy

Providing clear, non-technical explanations of complex concepts is a crucial part of what we do. But just as important is ensuring that when we make the message more accessible, we do not compromise on technical accuracy. In this example, the client asked us to describe the challenge of rising energy demand for server cooling operations and to illustrate how a radical new solution could transform this requirement. A complex story that needed a light-touch visual style.

We sit between marketers, who need to make strong claims, and scientists and engineers, who tend to be cautious and rightly insist on technical integrity. There are also legal teams to keep happy.

All our writers have science or engineering degrees. This helps us to work with our creative colleagues to make a splash while respecting technical accuracy.