When Speedline Technologies was sold by Cookson plc, the company emerged as an independent producer of capital equipment for electronics and semiconductor manufacturing. The goal was to relaunch the company with a new identity and brand image that communicated stability, process expertise, and product leadership to customers and employees.
TW developed an integrated program that unified all marketing elements around a powerful new graphic identity and positioning theme, “Knowledge in Process.” A print and Web ad campaign positioned Speedline products around the company’s electronics manufacturing expertise. Interactive direct response generated leads and a new collateral system fulfilled information requests. The program supported a 40% increase in sales and 300% gain in backlog.