Yokogawa
Elevating sustainability – precisely
For engineers and scientists working in critical industries in a changing world, accurate and repeatable measurements are crucial ingredients for successful innovation.
Yokogawa Test&Measurement (T&M) has long prided itself on being able to deliver that precision. That’s why we spotlighted the unique expertise of the people who engineer it with the Precision Making brand.
Precision Making evolved
Launched in 2012, Precision Making has been hugely successful in bringing the business together as a culture and communicating its value to clients.
But the world has changed – and so has Yokogawa T&M. Sustainability is high on the agenda, both for its clients and in its own growth strategy. So, a new challenge: to build on the ethos of Precision Making to align it more closely with innovation in sustainability.
Dedicated to a sustainable future
Through extensive stakeholder interviews, a quant survey of research engineers and competitive analysis, we uncovered a powerful truth.
Whether the audience is researching new innovations in energy production, designing critical diagnostics equipment or reducing waste in their supply chain, the ability to measure and respond to changing realities with precision is fundamental.
We reframed precision as a dedication to a sustainable future. That’s because incremental improvements add up to large, real-world impact; precise measurements help quantify and prove progress; and accurate information gives engineers the confidence to act on bold decisions.
Without precision, the world will not be able to meet its most pressing challenges. And Yokogawa T&M is solely focused on delivering that precision.
Built on precision
We captured this purpose in a single, clear idea: “Built on precision”.
In the form of a compelling campaign narrative and messaging device, it allows us to showcase the big, bold changes made possible through Yokogawa T&M’s tools, technology and people. It roots it in technical practicality – a key part of how the audience views sustainability – and highlights the ripple effects that move us towards a positive future.
Seeing sustainability
We designed a fresh mini-identity, weaving in sustainability cues. We made more prominent use of the green from our original brand guidelines, and introduced a grid to establish the theme of building blocks towards progress. We also took inspiration for the icons and illustrations from the digital displays and buttons of Yokogawa T&M’s products, creating a tangible link between the products and sustainable outcomes.
The photographic treatment is warm and human, forefronting the people behind the technology and underlining that Yokogawa T&M’s employees are at the heart of this campaign with a headline device that leads with “Precision made.”
The result is a visual language that combines the precision and detail that have always been central to Yokogawa T&M with bold, fresh new elements that reflect its commitment to a sustainable future.
Trusted partner for a better world
The campaign confidently elevates the positive impact that flows from precision and reinforces Yokogawa T&M as the most trusted measurement partner for all those researching, designing and engineering the technologies that will create a healthier, cleaner and fairer world.
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