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Ethan Anderson | Messaging Strategy | Editorial Storytelling

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Discovering Depth in a Subsea ROV Company

B2B Copywriting & Messaging

OVERVIEW

In an industry dominated by billion-dollar corporations, Deeptech breached the surface with fresh sea legs. As a new player in ocean engineering, they faced the classic underdog challenge: how do you earn credibility against established giants?

Initially, Deeptech didn't exist — no competitor research, visual direction, or messaging system. This posed a problem: how do you build an entire brand? Research found a guiding principle that framed the solution: B2Bs leveraging personalization can increase conversion rates by up to 80%. 

The goal of this project was to craft Deeptech’s identity from the ground up — combining the human-centered personal touch of a boutique operation with the trusted high-performance of a large-scale company. This case study presents a unified brand system, complete with a marketing toolkit and web design — built to convert and communicate with the same precision as their ROVs scouring the ocean floor.

ROLE

Copywriter & Brand Strategist 

— end-to-end brand & 

messaging development

Brand Messaging & Strategy

— brand voice

— mission statement

— internal & external values

— tagline & slogans

— value propositions

— messaging pillars

— key marketing statements

Visual Identity

& Design Integration

— logo system

— color palette 

— moodboard

— personas

— styleguide

Research & Analysis

— competitor benchmarking

— insight synthesis

— narrative analysis

— tone-of-voice analysis

— SEO strategy

Web Copy & Experience

— narrative flow

— information heirarchy

— scroll-through prototype

TIMEFRAME

June – Aug 2025

TOOLS

Figma, Figma Slides, Excel

& Google Keyword Planner

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CHALLENGES

No Brand Identity

— Built a unified brand narrative from the ground up

No Market Positioning

— Established B2B positioning through competitor analysis

Jargon Heavy Language

— Simplified technical copy while preserving authority

Expert B2B Audience

— Balanced human-centric messaging with technical rigor

OBJECTIVES

Present Competitor Analysis

— Researched top B2B company using SWOT & copy audits

Construct Brand Messaging System

— Defined voice, values, mission, tagline, & value propositions

Test Copy Deliverables SEO

— Evaluated copy performance for clarity & engagement

Deliver Brand System & Web Design

— Translated messaging system into a scrollable web prototype

COPYWRITING & BRAND STRATEGY

Messaging Framework

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Research

Strategize

Copy

Deliver

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Methodology Spotlight

This project used a novel concept I named, Empathetic Reverse Engineering — which infers what customers value most from what top competitors do right in their messaging.

RESEARCH

BACKGROUND

The competitor analysis began with a heuristic evaluation of Oceaneering International, a global leader in advanced robotics. Operating from the deep sea to outer space, Oceaneering blends technical precision with bold innovation — making their brand messaging system ideal for benchmarking. Seven key forms of web copy were audited:

— Headline

— Tagline

— Slogans

— Positioning Statements

— Core Values

— Calls to Action (CTAs)

— Brand Narrative Pillars

This competitor analysis uncovered what drives effective B2B messaging. Through SWOT analysis, copy audits, and benchmarking alternative messaging assets designed in Figma, this study generated insights later applied to Deeptech. To measure results, one quantitative and five qualitative key performance indicators (KPIs) evaluated copy performance:

Quantitative:

— Estimated Monthly Searches (SEO)

Qualitative:

— Tone Quality & Consistency

— Focus & Clarity

— Voice & Agency

— Brand Identity Alignment

— Emotional Accessibility

SEQUENCE 

Synthesizing Quantitative & Qualitative Data

Competitor Analysis

Persona Creation

Open Card Sorting

Data from the competitor analysis were synthesized into actionable insights, informing Deeptech’s messaging system. These insights were reverse-engineered into personas, aligning customer motivations with brand perception. Patterns from these personas were organized through open card sorting, revealing themes that guided copy decisions.

By learning from Oceaneering’s narrative strategies and addressing their weaker points, Deeptech evolved into a confident, credible, and accessible brand — built through targeted research.

QUESTIONS

Oceaneering Competitor Analysis

Question 1: Tagline Strategy

What is the impact of burying the tagline, rather than using it as the homepage headline?

Question 2: Reliable Voice

How does the messaging convey expertise and partnership to their B2B audience? 

Question 3: Narrative Cohesion

How does Oceaneering’s core values, voice, and overall brand identity align across the site?

Question 4: Optimization Ability

What opportunities exist to refine their copy for clarity, performance, and brand alignment?

SWOT ANALYSIS

Oceaneering's Messaging

Strengths

— Bold, confident voice across messaging

— Flexible slogans support diverse sectors

— Emphasis on trust, outcomes, expertise

— Brand narrative subtly positions the company as a partner, not just a provider

Weaknesses

— Not consistently speaking to customers

— Partnership is not fully crystalized

— UI misses opportunities for creativity

— Brand voice is sometimes lost in lieu of corporate professionalism

Opportunities

— Add personalization to legacy slogans

— Speak to customers across messaging

— Highlight partnership in brand values

— Align human-centered CTAs more tightly with customer needs and user intent

Threats

— Competitors may outpace in SEO

— Broad language diminishes uniqueness

— Tone often misses emotional resonance

— Inconsistent tone could dilute perceived trust and customer urgency

INSIGHTS & THEMES

Oceaneering Copy Audit (Qualitative)

The following emerged from a copy audit conducted as part of the broader competitor analysis. This framework distilled Oceaneering’s brand narrative into five data-driven insights:

— Bury the Tagline? Smart Move: SEO-rich headlines that solve customer problems outperform clever phrasing, driving visibility and conversion.

— Broad Messaging Can Foster Trust: Clear, accessible language proves more credible than jargon in high-stakes B2B sectors.

— Positioning Must Speak to Customers: Even strong brands lose impact when their copy talks about themselves instead of directly engaging the audience.

— Partnership is the Core of Credibility: Humanizing a complex, technical brand through collaboration strengthens reliability and trust.

— Creative CTAs are Highly Beneficial: Small shifts like changing “Submit” to “Launch Discussion” turn interaction into collaboration, reinforcing partnership.

Without internal data or direct client access, the core assumption was that Oceaneering’s strongest messaging reflects what their customers value most. Synthesizing the five insights through persona development and open card sorting revealed clear themes:

— Trustworthy Support: Clients need assurance that results come from human expertise, not automation; messaging should project accessibility and reliability.

— Data-Driven Validation: B2B buyers and stakeholders require measurable proof; every claim must be supported by metrics or demonstrable outcomes.

— Real-World Proof: Testimonials, case studies, and field examples demonstrate capability under pressure and reinforce credibility.

— Human-First Partnership: Brands that emphasize collaboration and shared success foster long-term loyalty beyond individual transactions.

— Simplicity & Usability: Clarity in message reflects clarity in experience; unnecessary complexity erodes confidence.

— Safety & Risk Minimization: Communicating reliability and mitigation of risk strengthens trust in industries where stakes are high.

OUTCOMES

Oceaneering SEO (Quantitative)

— The following highlights a key research insight and its measurable impact:

The competitor analysis began with the hypothesis that brand identity is best signaled through a homepage tagline. Oceaneering challenged this notion, using an SEO-rich headline that outperformed its tagline. Deeptech showed the opposite pattern — its homepage tagline outperformed its original headline, and by further optimizing high-performing copy, its headline surpassed Oceaneering’s benchmark by ~8%.

These outcomes reveal that while SEO drives measurable impact, implementation is not one-size-fits-all. Ultimately, conversion depends less on brand description and more on alignment with user search intent.

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SEO OUTCOMES 
| TAGLINE v.s. HEADLINE
| ORIGINAL v.s. REFINED

SEO drives reach — Deeptech’s execution, informed by competitor analysis, delivers measurable results:

Oceaneering

+1,009%

Headline Outperforms Tagline
110K – 1.1M → 1.22M – 12.2M

Tagline

Headline

Deeptech

+50.7%

Tagline Outperforms Headline
213K – 2.13M → 321K – 3.21M

Headline

Tagline

Deeptech

+520%

Keyword Reach from Headline Optimization 
213K – 2.13M → 1.32M – 13.2M

Original

Refined

PROJECT IMPACT

Brand Foundation

Addressed Deeptech’s underdog challenge by building a messaging system and marketing toolkit from scratch — positioning them as a credible, partner-first brand across the web prototype.

Messaging Research 

Identified core strategies for effective B2B copy by reverse-engineering an industry leader through SWOT analysis, SEO evaluation, copy audits, and benchmarking alternative messaging.

Measured Impact

Optimized Deeptech’s homepage SEO by translating research insights — integrating high-performing keywords to increase headline reach by 520%, surpassing Oceaneering’s benchmark by 8%.

DELIVERABLES

BRAND MESSAGING SYSTEM

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— DEEPTECH — 

Primary

Positioning Statements

Messaging Pillars

Value Propositions

Brand Voice

Tagline

Mission Statement

Supporting

Brand Persona

Internal Values

External Values

B2B Stat Guiding Principle

Slogans

Summary

Unified Deeptech's language, logo suite, and visual direction — positioning them as a future-focused partner with the energy of a lean startup.

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TAGLINE

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MISSION STATEMENT

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MESSAGING PILLAR 01

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MESSAGING PILLAR 02

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MESSAGING PILLAR 03

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POSITIONING STATEMENT

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VALUE PROPOSITIONS

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BRAND VOICE

— LOGO SUITE — 

Primary

Main Logos

Supporting Logos

Icons

Typography

Supporting

Suite Summary

Summary

Translated Deeptech’s identity into modular wordmarks, American-inspired iconography, and a typography system rooted in control-room interfaces and ROV design.

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MAIN LOGOS

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SUPPORTING LOGOS

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ICONS

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TYPOGRAPHY

— AESTHETICS — 

Primary

Color Palette

Color Blends

Logo Application

Supporting

Aesthetics Brainstorms

Summary

Conceptualized Deeptech’s color, texture, and field imagery — defining them as technically sharp yet human-first: approachable without losing authority.

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LOGO APPLICATION

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COLOR PALETTE

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COLOR BLENDS

PERSONAS

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Summary

Competitor analysis data was translated into three Deeptech customer profiles, capturing key pain points, goals, and purchase motivators. Together, they revealed behavioral patterns synthesized through open card sorting.

OPEN CARD SORTING

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Summary

Persona patterns were categorized into six themes: trustworthy support, data-driven validation, real-world proof, human-first partnership, simplicity and usability, and safety and risk minimization — informing all copy decisions.

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[View Diagram PDF]

DESIGN SYSTEM

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Summary

Translated brand identity into the user interface, unifying visual direction and layout principles.

— Moodboard: established a technically sharp yet human tone through curated subsea, control-room, and field imagery.

— Styleguide: ensured consistency from hero sections to product modules, informing all high-fidelity designs.

HIGH - FIDELITY
MOCKUPS

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— WEB PAGES — 

Primary

Homepage

About

Product

Summary

The following annotations highlight key copy decisions in the high-fidelity mockups, informed by the AIDA model and themes synthesized from competitor analysis, personas, and card sorting.

Annotations (AIDA Model)

(A) Attention: high-resolution action shot of an ROV in real-world deployment halts scroll behavior.

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HOMEPAGE — 1

(I) Interest:  headline “Mission Critical Systems Outperforming Legacy Giants” engages users through a competitive, industry-specific claim.

(D) Desire: subheadline and body copy build desire through reliability cues and sector-specific language, including “advanced industry-leading ROVs” and “robotic submersibles.”

(A) Action: “View Full Specs” CTA supports B2B evaluation by providing immediate access to technical details — creating a low-friction conversion path.

Theme

— Trustworthy Support: Clients need assurance that results come from human expertise, not automation; messaging should project accessibility and reliability.

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HOMEPAGE — 2

Annotation

By addressing the reader in the second person and using a “Let’s Talk” CTA, Deeptech applies a core research insight: personalization improves B2B conversion performance. This approach differentiates their messaging from competitors who rely on automated systems — reinforcing a human-driven partnership over an impersonal service.

Theme

— Data-Driven Validation: B2B buyers require measurable proof; every claim must be supported by metrics or demonstrable outcomes.

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HOMEPAGE — 3

Annotation

B2B buyers prioritize metrics like client retention, ROI, live support, and equipment reliability — reinforcing claims that Deeptech outperforms legacy providers and tests systems before deployment. These criteria establish credibility and encourage users to explore individual products for further validation.

Theme

— Safety & Risk Minimization: Communicating reliability and mitigation of risk strengthens trust in industries where stakes are high.

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HOMEPAGE — 4

Annotation

Safety is a primary decision driver for buyers operating in high-risk subsea environments. This section pairs bold safety claims — “Zero Incidents” and “Fail-Safe, Field-Tested” — with immediate access to supporting evidence through a case study carousel. By coupling confident assertions with verifiable proof, Deeptech is positioned as a trusted provider, not one making unsubstantiated claims.

Theme

— Human-First Partnership: Brands that emphasize collaboration and shared success foster long-term loyalty beyond individual transactions.

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ABOUT— 1

Annotation

Deeptech’s About page defines its mission, vision, and values, with “Powered by Partnership” capturing its core ethos. This human-centric positioning is reinforced site-wide through language that turns clients into teammates — signaling a shift from short-term transactions to long-term collaboration.

Theme

— Real-World Proof: Testimonials, case studies, and field examples demonstrate capability under pressure and reinforce credibility.

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PRODUCT — 1

Annotation

To satisfy the “Real-World Proof” theme, Deeptech’s ROVs are presented in operational contexts. The “See ROVs in Action” CTA directs users to field deployments and controlled testing environments, reinforcing the promise of a trusted partner through visual evidence.

Theme

— Simplicity & Usability: Clarity in message reflects clarity in experience; unnecessary complexity erodes confidence.

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PRODUCT — 2

Annotation

Deeptech reinforces simplicity and usability by pairing its systems with operators who have field expertise. Language focused on “precision control,” “collaboration,” and “real-time problem solving” reassures clients that advanced technology is supported by human expertise.

Theme

— Data-Driven Validation: B2B buyers require measurable proof; every claim must be supported by metrics or demonstrable outcomes.

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PRODUCT — 3

Annotation

Even without upfront metrics, this section supports the “Data-Driven Validation” theme by pairing ROV features with a CTA linking to full technical specifications. Highlighting “advanced visual capture,” “remote piloting systems,” and “adaptive robotic arms” signals the measurable performance B2B buyers evaluate.

SCROLLABLE PROTOTYPE

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Website Design Pages

Scroll through the home, about, or product pages in Figma by clicking one of their preview links below:

COMPETITOR ANALYSIS

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Research Presentation Slides

Flip through the competitor analysis presentation in Figma by clicking the preview link below:

REFLECTIONS

FUTURE IMPACT AS A COPYWRITER

Strategy — Branding Diversification

There was no Deeptech before this case study — the brand had to be built from the ground up. At first, my ideas were simple: write a few sharp slogans, craft a clever tagline, and design speculative ads. I quickly learned that approach wasn’t enough. To create a believable B2B company on my own, being a “jack of all trades” wasn’t optional — it was the project.

In practice, I stepped into multiple roles: copywriter, brand strategist, SEO researcher, and UX/UI designer. Functionally, I operated as a creative director overseeing an end-to-end brand build — as a team of one. Building Deeptech began with three foundational questions:

Who do they serve? 
What do they value? 
How do they deliver unique value?

These questions pull you beneath the surface to form brand identity — something most users won’t consciously notice while browsing a website, yet instinctively feel. In this sense, brand building mirrors character building: once you understand who a brand is and what they want, the decisions that follow become intuitive. You’re no longer guessing — you’re aligning. 

This is the principle I’ll carry forward as a copywriter: every effective creative decision begins with understanding the underlying character of a brand and the people they serve.

WHAT WORKED

Integration — User & Narrative

For this project to succeed, I had to merge two disciplines: understanding the user’s experience online and building a narrative structure for a believable B2B brand that didn’t exist yet.  The two supported one another — as user pathways and brand identity became my foundation.

Unlike my B2C UX case study, where conversion meant completing a purchase, B2B conversion centered on lead generation: submitting a contact form or clicking the “Let’s Talk” CTA. This shift fundamentally changed my design and copy decisions. On-site messaging needed to funnel user intent, layouts needed to support lead capture rather than transactions, and brand claims required validation through product specifications and real-world proof.

Tools and workflows from my UX background made this integration possible. Figma helped shape the visual language, while a research-to-insight process carried over seamlessly. Although my copywriting approach differed from traditional Design Thinking, the underlying framework remained consistent:

Research

Strategize

Deliver

For narrative structure, I approached Deeptech the same way one builds a fictional character. Their mission, values, tone, and messaging pillars became defining traits that guided the deliverables. By anthropomorphizing the brand, Deeptech’s voice became more human than their competitors — directly applying a key research insight that personalization can significantly improve B2B conversion performance.

What ultimately worked was the integration of these elements: empathy for the user and clarity about the brand. Together, they formed a cohesive system where user experience design and narrative strategy reinforced one another to make effective web copy in the prototype.

WHAT I'D DO DIFFERENTLY

Process — Project Workflow

I would document the case study during the project’s development rather than waiting until the end. Capturing decisions in progress would provide a clearer meta-view of strategy and intent.

Testing — Success Metrics

I would introduce a testing system similar to my UX workflow, gathering user feedback at both the start and end of the project to better quantify the effectiveness of the copy and design decisions.

Deliverables — Expanding Assets

I would broaden the deliverables to include email copy, pop-up cards, and other short-form messaging. These assets would extend the conversion funnel beyond the website experience.

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