Battery Workforce

Brand and Identity - Battery Workforce Challenge

Powering the future

A strategic campaign fuels unprecedented university engagement in Argonne National Lab's power technology initiative.


For 35+ years, Argonne National Lab’s Advanced Vehicle Technology Competition (AVTC) has been at the forefront of hands-on automotive technology student training. With the ongoing energy and climate crisis, the Battery Workforce Challenge program was developed by the U.S. Department of Energy, Argonne National Laboratory and international automaker Stellantis for the purpose of building a stronger domestic workforce dedicated to the advancement of electrification.


To achieve the mission, more engineers and technicians are needed to continually feed the talent pipeline. CRIMSON’s role was to combine the might of these individual private and public sector entities through a single brand experience – ultimately with the intent of recruiting 12 select North American university team participants for a collegiate competition.


Working against a short deadline while managing the diverse points of views of the invested parties, CRIMSON built a compelling visual identity to support the program – targeted to solicit ‘request for proposal’ applications from 184 select university targets. The resulting campaign, including key communication outreach tools (email, social media and video assets), drove the AVTC’s single greatest number of university engagements (109 or 60%) in its 35+ years in managing and promoting other similar programs.

With the program underway, the work turned to launching the story. In just a few short months, through proactive media relations and completely organic social media the program achieved initial metrics such as:

  • Combined social platform audience growth 161.9%
  • 5,248% increase in overall Impressions
  • 927% increase in combined engagement rate
  • Average engagement rate exceeds industry average on every platform
  • 18 key targeted coverage placements within 48 hours. (e.g.,,
  • Average media placement value of $59K
  • Total audience reach in press outreach of 6.4 million