CASE STUDY
DIALOG ×
HSCALE builds hyperscale data centre campuses across Europe. Its people were already known across the industry. Working with Dialog gave them a stronger story to tell.
2 weeks
FROM ZERO TO CEO KEYNOTE
VOICES ON FILM
MARKETS, ONE STORY
CLIENT
HSCALE
INDUSTRY
Hyperscale build-to-suit data centre campuses, EMEA
STAGE
Scale-up, Bain Capital backed, five European markets in build
SCOPE
Understand / Message / Sell
TIMELINE
Ongoing, from February 2026
very person at HSCALE has heaps of experience either in the Data Centre industry or in an adjacent one. Between them they had delivered gigawatts of capacity for the biggest hyperscalers. Experience within the building was not a problem however HSCALE itself was still a very new entrant and brand into the market.
With experience not being the problem, HSCALE brought Dialog in to help build brand integrity in the market, using expert storytelling techniques gleaned from software selling and product marketing best practices. HSCALE, despite being backed by Bain Capital, was still a start up with endless todo's on the list. Dialog came in to help move the business forward with it's storytelling on stage, it's messaging on LinkedIn and delivering on a compelling narrative for the People Ops team to tell the careers market about HSCALE. The result of this was an incredible 4 minute video featuring HSCALE's amazing team. People are as scarce as the power constraints in this industry.
PAUL SELWOOD, CHIEF COMMERCIAL OFFICER
We started with everything HSCALE had already put in front of a buyer: the decks, the website, the sales material, plus stakeholder interviews and a search audit of the market. The substance was all there, from secured land and power to a team who had delivered at scale elsewhere. The work was deciding which parts of it a buyer needed to hear first, and in what order.
We settled on the one thing only HSCALE could say: the people building these campuses have already built them at scale, and this time they get to do it from a clean sheet. We told it the way a software company would, which turned a deeply technical business into something anyone in the room could follow and repeat. That story went into the CEO’s keynote for DC Live London 2026, into press about their incredible Milan campus and lastly into a content calendar the whole team could work from.
HSCALE’s CEO took the story to the DC Live stage. Press interviews, the company LinkedIn page and the sales conversations now start from the same place, so a buyer hears one company however they meet it. Dialog advised that HSCALE's proprietary design platform "MAGNUS", needed to be spoken about in the open market, discussed on stage and featured in every story told. In the exact same way software would talk about it's own products.
The people are the story
If power is the constraint in this industry, the people who can unlock it are the prize, and every operator is chasing the same short list. So we put HSCALE’s own team on camera: thirteen of them, across commercial, technical, safety and construction, telling the company’s story in their own words. Same story as the keynote, same story as the press, said by the team who live and breathe this every day. It goes out to the market to win customers and to attract the people HSCALE needs next.
KERSTIN HALM, HEAD OF HR
FROM ZERO TO KEYNOTE
VOICES ON FILM
MARKETS, ONE STORY
HSCALE now has one story and it holds wherever it lands: the DC Live stage, press across five markets, LinkedIn and thirteen people saying it in their own words on camera. There is a marketing function in place too, run by a full-time hire who was briefed into the whole thing rather than handed a folder. The people were always known. Now the company is too.