For over 40 years, Austin-based National Instruments has been a global leader in Test & Measurement engineering solutions. Their expertise helps countless technology companies get their innovations out into the world faster and safer than almost anyone. To grow, they needed to change. And for engineers, change had to be meaningful, logical and rooted in deep truth. The company has never turned the lens on itself to try and rethink their own identity. The whole world calls them NI - not National Instruments.

Agency: Gretel
Role: CD