Turning AEC Complexity into Storytelling

In the competitive world of building technology innovation, having a revolutionary product isn't enough—you need to communicate its value effectively to investors and potential partners. Peter Arbour, RA, Founder of Liquid Wall, faced this exact challenge when seeking investment for his innovative high-performance curtain wall system.

This is the story of how Foveate partnered with Liquid Wall to develop compelling sales and marketing strategies that helped secure crucial investment for a technology that's transforming urban facades.

The Challenge: Communicating Innovation to Investors

Peter Arbour had developed something revolutionary—a high-performance, unitized curtain wall system that promised to make cities more sustainable and beautiful. The Liquid Wall technology represented years of research and development, combining advanced materials science with innovative design principles to create facades that outperformed traditional curtain wall systems.

However, having breakthrough technology and successfully communicating its value to investors are two entirely different challenges.

Key Communication Barriers:

• Complex Technology: The sophisticated engineering was difficult to explain in simple terms
• Unseen Value: Benefits—energy efficiency, sustainability, performance—weren't immediately visible
• Market Education: Investors need to understand how the technology enables new era of design possibilities
• Plug and Play: Clearly articulating how no upskilling is necessary to apply to the industry

After a fortuitous meeting at BuiltWorlds 2025 NYC, Peter realized he needed expert help to translate his technical innovation into compelling investment narratives.

Peter Arbour and Kitae Kim at BuiltWorlds. Also pictured, Tanja Kufner, Nemetschek Ventures, Dai Ohama, Kajima.

The Solution: Strategic Sales and Marketing Support

Foveate's sales and marketing assistance focused on helping Peter communicate the true value of Liquid Wall in a way that resonated with investors without feeling salesy or overly technical.

Our Approach:

1. Value Proposition Development: Identified and articulated the core benefits that mattered most to investors
2. Storytelling Strategy: Created compelling narratives that connected technical features to market outcomes
3. Visual Communication: Developed presentations that made complex technology accessible
4. Investor Targeting: Helped identify and approach the right types of investors for the technology

The goal was to help Peter present Liquid Wall not just as a product, but as a market opportunity that aligned with broader trends in sustainable construction.

Liquid Wall's injection-molded technology enables infinte design variations

Results: Successfully Securing Investment

The partnership with Foveate delivered concrete results for Liquid Wall's fundraising efforts:

Communication Improvements:

• Clear Value Messaging: Developed concise explanations of Liquid Wall's competitive advantages
• Investor-Ready Materials: Created presentation materials that spoke directly to investor concerns
• Market Positioning: Positioned Liquid Wall within the broader sustainable building technology market
• Credible Projections: Helped develop realistic but compelling market projections

Fundraising Success:

• Successful Investment Round: Secured the funding needed to advance Liquid Wall technology
• Investor Confidence: Built strong relationships with investors who understood the technology's potential
• Market Validation: Gained investor endorsement that validated the market opportunity
• Growth Foundation: Established the financial foundation for scaling the business

The Strategy Behind the Success

Our sales and marketing approach for Liquid Wall focused on addressing the specific challenges that deep-tech companies face when communicating with investors.

Key Strategic Elements:

• Technical Translation: Converted complex engineering concepts into business benefits
• Market Context: Positioned Liquid Wall within larger sustainability and efficiency trends
• Competitive Analysis: Clearly articulated advantages over traditional curtain wall systems
• Use Case Development: Created concrete scenarios showing where and why Liquid Wall excels

The strategy emphasized authenticity—helping Peter tell his story in a way that felt genuine while effectively communicating the investment opportunity.

Recording of Interactive Foveate Web Scene (Try on Desktop)

Lessons for Deep-Tech Entrepreneurs

Liquid Wall's successful fundraising provides valuable insights for other technology innovators seeking investment:

Communication Best Practices:

1. Lead with Benefits: Start with outcomes, not features
2. Use Analogies: Make complex technology accessible through familiar comparisons
3. Show Market Fit: Demonstrate clear demand for the solution
4. Address Concerns: Proactively handle common investor questions

Presentation Strategies:

1. Visual Storytelling: Use graphics and demonstrations to make technology tangible
2. Progressive Disclosure: Reveal complexity gradually as understanding develops
3. Proof Points: Include real-world validation and testing results
4. Future Vision: Paint a compelling picture of market impact

Industry Impact: Sustainable Building Technology

Liquid Wall's success represents broader trends in building technology innovation:

Market Trends:

• Sustainability Focus: Increasing demand for energy-efficient building systems
• Performance Requirements: Higher expectations for building envelope performance
• Aesthetic Innovation: Desire for facades that combine function with beauty
• Technology Integration: Growing acceptance of advanced materials in construction

The successful funding of Liquid Wall validates the market demand for innovative building technologies that address sustainability and performance simultaneously.

Looking Forward: Scaling Innovation

With successful funding secured, Liquid Wall is positioned to scale its innovative curtain wall technology and make a real impact on urban development.

Next Steps:

• Manufacturing Scale-up: Expanding production capabilities to meet market demand
• Market Penetration: Bringing Liquid Wall technology to major construction projects
• Continued Innovation: Further developing the technology platform
• Partnership Development: Building relationships with architects, developers, and contractors

The foundation built through effective communication and strategic fundraising now supports the broader mission of transforming how buildings interact with their environment.

Conclusion: Innovation Meets Communication

Liquid Wall's story demonstrates that breakthrough technology is only part of the equation—successful innovation requires effective communication of value to stakeholders who can make it reality.

Peter Arbour's vision of making cities more sustainable and beautiful through advanced curtain wall technology is now backed by the investment needed to scale. The partnership with Foveate helped translate technical innovation into compelling investment narratives that resonated with funders.

For other deep-tech entrepreneurs and innovators, Liquid Wall's experience shows the importance of investing in sales and marketing capabilities that can effectively communicate complex technology to diverse audiences.

The future of our cities depends on innovations like Liquid Wall—and ensuring those innovations receive the support they need to reach market depends on communicating their value effectively.

Ready to communicate your innovation's value? Learn how Foveate's sales and marketing services can help your technology reach its full potential.