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How do you reinvigorate engineers' pride in their contribution to sustainable innovation? Precisely

Yokogawa’s test and measurement business lives by one abiding belief: that reliable, precise measurement is fundamental to mankind’s ability to deliver successful and sustainable innovation.

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With that in mind, we unequivocally positioned Yokogawa as the home of people who make precision – The Precision Makers.

The new brand doesn’t only champion precision in its visual application; it also personalises the business, elevating Yokogawa Test & Measurement from a supplier of technical instrumentation to partners and trusted advisers to designers and engineers everywhere.

Crucially, Yokogawa Test & Measurement needed its global employees to buy into the new identity. So we created a stirring brand film and rolled out a global brand education roadshow. The latter, delivered in six regions globally, premiered the new film and fostered a sense of belonging and pride in the brand.

With an inspiring speech from Yokogawa Test & Measurement’s president on the future direction of the company and inspiring ideas on ways to build the brand from the hundreds of employees that attended, Yokogawa T&M got precisely the reaction it wanted.