Revealing the invisible

Photonis

Revealing the invisible

Photonis

Visual identity development

Internal comms

Targeted messaging

Brand guidelines

Corporate templates

When Photonis – a leading multinational high-technology group and manufacturer – asked us to refresh their brand, we started with their most important asset, the team. We let their feedback guide us in creating a unifying identity with strong visuals and targeted messaging to help Photonis unite their broad product offering and stand out from the competition.

Through industry benchmarking and an extensive internal company survey, we identified a critical need to bring the brand together and improve internal communications. This later led to the production and issue of the very first internal newsletter, created to bring everybody within the company together, clarify their overall purpose and give the team more confidence when presenting their product portfolio to different target audiences.

Enhancing visuals

The internal survey returned many challenges, but also positivity and a strong direction to follow. We used this insight to create a clear two-sided structure, splitting the messaging into two target groups: defence/security and scientific application. We then created consistent visuals and conceptual identities for all the business units and created comprehensive brand guidelines and assets to support future work. Our designers also created a new photography style for all of Photonis’ imagery – featuring a unique enlightenment effect – to capture the essence of their identity and core values. As a market leader in electro-optic detection, Photonis is known for its high-tech night-vision sensor technologies, so this filter highlights how its products help the user see what was previously unseen.

A brand new identity

The brand development included everything from taglines and messaging to visual styling, logos, photography guidelines and more. Together with clear, internal communications, this new identity helped the group come together and feel more like one team. They now have strong, highly-targeted messaging, and a striking look and feel that makes it easy for customers and partners alike to recognise them on the global market.