We partnered with our friends at Polaris to rebrand and launch a new line of generators. We hunted down insights for how people really used these things. This informed how we needed to look, talk and behave—you know, sort of like cliff notes to relate to a person’s lifestyle and passion 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. Also, something that speaks directly to the people who are buying them. What a notion.