This Technology Brand Lives Under The Microscope.


With $1 billion in revenue and the most intriguing technology that we had experienced in years, the FEI brand refresh presented an exciting opportunity.


The corporate communications group wanted to transform the domestic and international marketing environments from end-to-end. The first step was to complete a new institutional brand strategy that included a brand platform, multiple messaging systems, and brand architecture modeling. From there we designed a visual identity system unlike anything within the competitive landscape.


As with many brand refresh assignments we inherit, the company logo had been altered multiple times through the years—our job was to revive it and heighten relevance. We also developed brand communications management tools to empower the corporate group and four business units to steward seamless on-brand sales and marketing tactics. And a brand engagement kit was created to inform the 3,000 world-wide employees how they must represent the brand. Two years later, the result was one of the most comprehensive and rewarding assignments our agency has handled. 

Interested in more brand development work? See our portfolio.