Customers increasingly expected greater transparency around sustainability, but Exel Composites was still working out what becoming more sustainable meant in practice. The challenge was building trust without pretending the business had all the answers.
While competitors relied on familiar sustainability claims and clichés, we took the opposite approach: honesty. Exel confronted the uncomfortable truths, sharing real progress alongside the areas where more work was needed – and inviting customers to be part of that journey.
The Naked Truth turned transparency into a source of differentiation, giving Exel a sustainability story that felt more credible precisely because it didn’t claim perfection.
“A true, well-rounded customer-focused agency, and by Jiminy, they aim to please.”
Robert Glass
Head of Marketing
