Positioning / Corporate Design / Guideline / Concept Compilation
Agilent Technologies is the worlds leading company in the field of measurement technology. The task for fg branddesign was to develop a unique high quality look for the US-based manufacturers certified used instruments business. The starting point for the co-operation was the positioning workshop – attended by employees of the Remarketing Solutions Division as well as the product branches and the financing business. The result of this international and interdisciplinary workshop was the archetypal positioning of the company as a caregiver with a claim to leadership.
The communications measures developed use real employees in order to fulfill this positioning of “Agilent Remarketing Solutions”. In conjunction with the design elements, they express the creative care-giving personality, that empathizes with the clients financial restrictions and develops solutions for them. Tailor-made solutions, that can only be provided by the manufacturer.
Photography: Bernd Kammerer