This Technology Brand Lives Under the Microscope


An end-to-end brand refresh for a $1 billion electron microscopy company. The domestic corporate communications group was charged with transforming this global brand—our agency was hired to steward all work.


Create a seamless market presence as big as the technology. We were asked to move the brand image from dull to dynamic—a request that came directly from FEI’s president, who recognized an inconsistently branded environment.


This was a two-year assignment that began by crafting an institutional brand communications strategy—brand architecture modeling for four business units, brand platform, competitive analysis, and multiple messaging systems. From there, we developed a brand unlike anything within the landscape. Work included a refreshed brand identity (logo), brand identity guidelines, an exhibit design, multilayered sales and marketing literature, sales training materials, a signage system, white papers, and a brand engagement kit to inform the 3,000 employees worldwide how they must represent the new brand. This was one of the most comprehensive assignments our agency has handled, and in the end, FEI was acquired by Thermo Fisher Scientific for $4.2 billion.