Jenoptik launches new identity & brand

Background

UP was asked in November 2017 to take Jenoptik through our in depth and comprehensive process to develop a new corporate culture and brand identity.

The brief

A new leadership team at Jenoptik had developed a bold new strategy, focusing on the photonics business. Our job at UP was to develop an equally bold new brand, cultural and communications platform that would work across multiple business areas as well as different geographic regions.

We developed a bold new look, created a fresh, new subsidiary brand, and relaunched Jenoptik itself with a series of lively and educational presentations, delivered to staff and stakeholders at locations across the globe.

The solution

Beginning in February 2018, UP conducted an extensive brand audit, surveying opinions both externally, to understand the company from the customers’ perspective; and internally, to find out what key staff members thought.

We considered the views of hundreds of people and immersed ourselves in Jenoptik’s culture and activities.

Altogether, the audit, the creation of the new identity and the development of the subsidiary Vincorion brand took nearly a year.

The results

The following film covers Jenoptik's bold new business strategy, newly-clarified values and refreshed brand identity. All of this is then encapsulated in the company's tag line: More Light.