Brad Knudsen
I'm a brand marketer and a hands-on operator. For the last four years, I've been marketing drone-based design software to solar contractors, an audience that tunes out anything that sounds like an ad. These are the campaigns, videos, and tools I've made along the way.
Brand
The guidelines refresh
I led the refresh of Scanifly's brand guidelines: the logo system, color palette, typography, and the voice that goes with them. The same guide is now the base layer our agents read before they build anything.
Website rebuild
I led a total rebuild and redesign of scanifly.com. The homepage leads with a drone model of a real home and speaks to each role on a contractor's team: sales reps, surveyors, designers, engineers, and installers.
Visit scanifly.comCampaigns
Death to Sh*t Solar
A month of horror movie parodies, one per product feature. The Texas Chain Saw Massacre sold tree removal in 3D designs. Scream went after confusing software credits. The Shining became The Shading. Each one is a short trailer-style cut with title cards, movie clips, and real product footage, plus a horror trivia question at the end.
The first two episodes each did more than 10x a typical post on my profile.
Selling With Drones
At each key account, 10 to 20 reps spent the day learning how to win deals with a 3D drone model of the customer's house. It ran during a multi-year downturn in solar.
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Remote design launch
PrelimDesign was the biggest launch in Scanifly's history, and our move into remote design. I used it to reposition the brand as "The solar design platform for quality-obsessed contractors," and the launch playbook I built has run every major launch since.
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Aurora switch campaigns
A run of competitive campaigns against the category leader that switched nearly 20 contractors to Scanifly in a down market.
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When Life Gives You Lumens
An industry podcast I launched and produced for 18 episodes. It opened co-marketing partnerships with Pipe Solar, Unirac, K2 Systems, SnapNrack, CertainTeed, and IronRidge.
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RE+ and NABCEP
Nearly four years running Scanifly's trade show strategy, from the RE+ regional shows to the flagship in Las Vegas. At NABCEP's flagship conference I helped launch a new hands-on drone training course. This year's RE+ has an electric go-kart Grand Prix.
Video
Drone to Design
One house in the Poconos, from the drone flight to the finished 3D model and solar design.
The frontier marketing org
At Scanifly I built a frontier marketing and brand org. Claude agents do the production work across Canva, Tella, Motion, Remotion, and Arcade, all connected through their respective MCPs. I set the direction, write the briefs, and review everything before it ships. The agents build the drafts, edits, and assets in between, working from brand guidelines I've written for them.
- Brief
- Brand guidelines
- Claude agents
- Tella · Remotion · Arcade · Canva
- Team review
- Published
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Red Wing Classic Moc 6"
Agentic brand guidelinesOur brand guide is a set of files that agents read before they make anything. The base layer covers the palette, fonts, logo rules, product facts, positioning against competitors, approved customer quotes, and the phrases we never use. Each type of work adds its own file on top, so an agent only loads what the job needs. When I give the same note twice, it becomes a rule.
Everything else stands on the Moc Toe, and it gets better the more you wear it. The guidelines break in the same way, one note at a time.
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Proof Airweave Performance Shirt
Team voicesOne writing skill per teammate, seven in all, so everyone in our team social program sounds like themselves. Every draft then goes through an anti-slop pass that strips out the phrases that make writing sound like AI wrote it.
The Airweave looks like a normal button-up and does the work of performance gear. Our team posts read like the person wrote them, with a lot of work going on underneath.
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Relwen Windzip Jacket
Video, demos, and graphicsTella agents edit our recordings: cuts, zooms, b-roll, captions, and thumbnails. Tella Motion and Remotion handle motion graphics, from title cards and animated stats to full product films like Death to Sh*t Solar and Drone to Design. Arcade agents build interactive demos and product videos, and Canva agents make social graphics, email images, and event banners from our brand kit.
The Windzip is the light layer that goes over everything. Production is the layer that goes over every campaign.
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Flint and Tinder Bolinas Crewneck
GTM Launch and Demo PrepGTM Launch turns one feature brief into the full launch package: launch email, webinar sequence, persona emails, team posts, demo scripts, and a testimonial montage pulled from customer calls. Demo Prep pulls real customer stories from our CRM and call recordings into a two-minute demo script for our CEO's weekly sessions.
The Bolinas is a lot of separate rows knit into one piece. A launch starts as one brief and gets knit into every piece of the package, and it all looks and sounds like one launch.
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Flint and Tinder Flannel-Lined Waxed Trucker
War RoomPuts an idea in front of 8 to 10 agents playing our real customers (owner, ops lead, sales rep, designer, surveyor) plus a devil's advocate. They argue with me and with each other before I commit to a plan.
Waxed canvas is built to take a beating. The War Room is where an idea takes its beating, before any customer sees it.
Things I've built
I build a lot of my own tools now. The code lives in private repos, so here's what each one does.
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The app for the greatest college football fantasy league you've never heard of.
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A tabbed enablement site that walks partner sales teams through every Scanifly product.
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A slider that lets contractors put the 3D design next to a photo of the finished install, so homeowners can see the design was accurate.
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Motion graphics pipeline
A Remotion setup I drive with Claude for animated stats, title cards, and product cuts. Death to Sh*t Solar and Drone to Design both came out of it.
