Creating a world-leading identity and new positioning to compete in the world’s fastest growing high-tech sector.
Quantifi Photonics is an international technology supplier based on Aucklands North Shore, specialising in the development and manufacture of optical test and measurement instrumentation.
Originally named Coherent Solutions their key markets are in North America where they’re successfully competing against multi-billion dollar companies. With ever-changing business priorities within their sector, Quantifi Photonics required a new brand that set them apart from their competitors, repositioned them as the emerging leaders and leveraged their growing international reputation.
Our brief was to define, create and launch the new Quantifi Photonics brand to build awareness and to position the business with specific identified audience profiles including Silicon Valley giants, defence & aerospace enterprises and world-leading academic institutions. The new brand had to communicate with energy and impact, while succinctly communicating Quantifi Photonics’ emerging brand authority.
Following extensive consultation with brand stakeholders we based our ideation process on the definition of Photonics which is the use of light for the transmission and processing of information.
Our unifying thought was that with light being composed of wavelengths and each wavelength displaying a signature colour which drove our ideation process to develop a visual identity that captures the core elements of photonics science while also creating competitor differentiation for Quantifi Photonics’ products.