In the process of launching their brand, Solar energy start up, Sun In Motion, a sister company of AKI Investment Group based in Dubai, UAE, was looking to develop an online presence as well as build a strong brand image and narrative that resonated powerfully with their target groups. To do so, we conducted substantial research to identify the needs, values, habits and motives of their target groups aligning each key messages to match these characteristics. In addition to developing a bulletproof website copy tailored to reinforce brand image, positioning and achieve high conversion rates through their online portal, we provided them with a strategic brand narrative informed by key audience and industry insights as well as guidelines defining the brand's unique tone of voice, values and personality.