From strategy to reality to futureproof the company.
CLIENT
Mycronic
WE DID
Portfolio Strategy // Brand Strategy // Brand platform // Brand Story // Visual Identity // Design Guidelines // Vision // Web Content // Brand Principles // Corporate Presentations // Brand Purpose // Image tonality // Tone of voice // Launch film
Mycronic is a leading partner and innovator in the world of electronics and display manufacturing. For over 40 years they have supported some of the biggest names in electronics with advanced production and assembly solutions. It is a highly competitive market that many depend on, but few know about, and they have continuously played a major role in its development.
Challenge
Mycronic is a classic case of a successful company that has grown in size and strength both organically and through acquisitions. Their expertise - electronics production - is a vast arena, which is why Mycronic had established four divisions to adequately cover the different segments and markets. All companies and divisions fell under the Mycronic umbrella, however they went by different brand names and identities. They needed help defining which brand portfolio, identity and visual expression would best support their business strategy.
Approach
We began by testing their belief that a single brand strategy was the right decision for their business and presented them with the pros and cons for each viable option. Research, collaborative workshops and face-to-face interviews provided valuable insights as to what customers and employees expect from a premium partner and what they value the most. It also showed us what makes the Mycronic companies unique among their competitors. Together we were able to uncover what they called “the soul of their company”: Their motivation and purpose, the principles that guide decision-making and the goal for the future. These fundamentals led the way for a visual identity that truly captured their essence and position of Mycronic.
Solution
We established a common brand portfolio strategy and brand platform that creates room for the unique needs of each division, while clarifying the elements that tie all Mycronic companies together. Deliberate visual direction has empowered them to consistently provide a visual experience representing a modern, premium brand. A market leader with superior electronics manufacturing solutions that, together with their customers, bring tomorrow’s electronics to life. All of this is supported with educational guidelines and communication concepts to help launch and maintain a new, revitalized Mycronic brand.
Find the soul of the company.
With four distinct business areas and five unique brands the principles and fundamental ideas that tied everyone together needed definition.
Harmonize the different divisions under one brand.
They suspected a single brand strategy might be a viable solution, they needed to know for sure and how to proceed.
Absorbing the different needs of the divisions.
The different divisions have different needs and concerns for thier people and markets. Accounting for these differences and finding the common ground was key to success.
Build a stronger culture and make the company easier to understand.
The company had matured and evolved significantly over the years. Defining this, and ultimately conveying the "people centric" organization they have become was essential for securing their position in the eyes of their customers and employees.
Bringing tomorrow’s
electronics to life
Want to hear more about this project,
get in touch!
Client Director:
Cecilia Backenfall
Email:
cecilia@pdgm.se
Phone:
+46 31 761 56 13