SunPower's "The Power of One" slogan refers to a unified product line that encompasses rooftop, carport and ground-mounted solar arrays. The meaning of the message extends beyond one set of products, though, to evoke the idea that SunPower is the one solar company that designs, manufactures, distributes, installs and maintains its own equipment worldwide.

Five central "pillars," or key ideas, constitute the framework for this traditional messaging "house" for clinical trial software company ePatientFinder.

This is just a snippet of a large, complex, benefits-based message matrix that ties product features to the reasons to believe and the sources that back up any claims. There are two sheets in this spreadsheet: one for US wording and claims, and the other for global markets.

This was a "living" message matrix, hosted on a shared but secure Google spreadsheet, where contributors could record or see message changes in real time; this suited a fast-paced timeline in which multiple overlapping projects were moving through the publication process in various stages and more than one creative team was involved.