Yokogawa: Elevating sustainability

Challenge

Designed and launched by us in 2012, the Precision Making brand has been hugely successful in bringing Yogogawa T&M together as a culture and communicating its value to clients.

But the world has changed – and so has Yokogawa T&M. Sustainability is now high on the agenda, both for its clients and in its growth strategy. Our challenge was to build on the ethos of Precision Making while aligning it more closely with innovation in sustainability.

The opportunity was to move beyond precision as a technical benefit, and connect it to the bigger, real-world challenges that Yokogawa T&M’s audiences are working to solve.

Through extensive stakeholder interviews, a quant survey of research engineers and competitive analysis, we began to understand how precision could play a meaningful role in this changing landscape.

Insight

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. 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. This became the foundation for a more purposeful story: one where the accuracy of measurement is directly connected to the progress it makes possible.

Solution

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 sustainability in technical practicality – a key part of how the audience views it – while highlighting the ripple effects that move us towards a positive future.

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.

Icons and illustrations take inspiration 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.