The Challenge:

Re-image the company globally to solidify the company's 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 Solution:

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 to convey strength, leadership, and to add emphasis to the company’s bright yellow products.