We partnered with our friends at Polaris to rebrand and launch a new line of generators. With the name already provided, we got busy adding personality to the wordmark to reflect the line. From there, we found how people really use the product. This informed how we needed to look, talk and behave—you know, sort of like cliff notes to relate to the consumer’s lifestyle and passions rather than telling them a version of something they already knew. A generator makes power, we all get that, but what we created was the perfect balance of function, personality and something pretty to look at. As well as something that speaks directly to the people who are buying these things. Huh. What a notion.