Ryobi
Ryobi wanted a new name and identity for the revolutionary new tool system that they developed, promoting a universal, interchangeable, 18V battery. So, through our Insight, we crawled into the head of the do-it-yourself-er and came out the other end with a name and icon that was simple and easily recognizable in a wall full of power tools.
Three weeks after launch, we were told by Ryobi HQ that sales were 10 times what they had projected!