Creating a unified brand that bridges offices and cultures:
How do we find the human element in motion technology?
Portescap, a Danaher Motion Company, specializes in the design, manufacturing and
marketing worldwide of miniature motors for applications, such as aerospace, medical,
civil aviation and the development of pharmaceuticals. The Portescap brand team
wanted to redefine the brand to help leverage its essence across all of Portescap's
international offices.
Following an extensive brand analysis, Backe realized that many of the applications
for Portescap motors had a significant impact on people's quality of life. Portescap
was doing more than selling innovative miniature motors; they were selling solutions
that helped advance the way people lived their lives.
"Motion solutions that move life forward" became the unifying brand theme
that steers all brand interactions. To help differentiate the brand and bring the
promise to life, we developed the iconic "motion man" to embody strength, ambition
and, literally, represent innovation in motion. The integrated communications plan
created synergy between selling tools and demonstrated the corporate brand with
vigor, confidence and energy wherever it appeared. Results indicated increased sales
figures and a renewed excitement around the brand.
