Even trackers need a voice. And NEXTracker approached us for just that reason – to bring to life a visionary product via a detailed messaging guidelines document, containing key messages, voice and tone attributes, and copy-ready headlines. Desk research, a dozen stakeholder interviews, a messaging audit and two workshops gave us all the insight needed to create a driven, confident, empowering and magnetic new voice and tone for this industry leader. Over the years, we’ve also completed several naming projects and brand architecture initiatives.