Creating a world-leading brand identity and new positioning to compete in the world’s fastest-growing high-tech sector.
Quantifi Photonics is a technology company based on Auckland’s North Shore, specialising in the R&D and manufacture of advanced coherent and non-coherent laser test equipment for the global fibre optic and optical photonics communications market.
Quantifi Photonics vision is to transform the world of photonics test and measurement. With deep expertise in harnessing, manipulating, and measuring the physical properties of light, they solve complex test and measurement challenges across a broad range of applications and industries covering manufacturing, defense and aerospace, commercial R&D and academic institutions world wide.
From enabling cutting-edge experiments to driving highly efficient production testing, they work with customers around the globe to push the boundaries of photonics technology.
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 a new Quantifi Photonics brand to build awareness and to position the business with specifically 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 photonic science which created the differentating factor for the Quantifi Photonics’ brand.
Following completion of a new design system we developed print, video, consumer display, website and packaging assets all orchestrated under a single brand launch strategy.
Only by first gaining a deep understanding of Quantifi Photonics world leading technology and their unque dedicated team were able to build a new brand voice, that has placed this remarkable kiwi company firmly on the international technology radar.