This machine vision company wanted a global re-imaging to solidify its position as the category leader. The client requested an evolutionary approach, not a clean break from the past — and an approach that would be conducive to localization in more than 30 countries and a dozen different languages.
The strategic design solution was developed to communicate with a global technical management audience. TW recapitulated the company’s existing palette, but reversed the emphasis from yellow to blacks and grays — then used them boldly and graphically in large areas of negative space. The overall effect conveyed strength and leadership, as well as adding emphasis to the company’s bright yellow products.