Industry
Manufacturing
What We Did
Brand Foundation & Strategy, Creative & Design, Marketing & Activation
For the tech world, Industry 4.0 has ushered in a new era of robotics.
To meet the new market’s demand, Compal, one of the world’s premier innovative design companies, would need to shift its model from being an ODM to a business partner.
Compal has played a vital role in pioneering innovations that change the way much of the world interacts with technology, but the company sought to shift its target audience and showcase its unique contributions in a changing landscape. To stake its claim in the new tech era, Compal would need to redefine its positioning and articulate an inspiring and intuitive brand story.
Our approach
Our team’s initial step was to define Compal’s positioning, but first, we sat down and listened.
We heard from senior executives, personnel in the molding shops, industry thought leaders, and loyal customers. We pieced together Compal’s spirit through our extensive interviews. The result was the new brand positioning and tagline “from vision to reality.” Given Compal’s superior design capabilities, we developed a tone and manner focused on the precision of their production work. To project the brand’s story to the world and a new target audience, we designed and built a new website to convey the right message. The new positioning, identity, and website clearly articulated Compal’s rightful place in the modern tech landscape. From the inside out, members of the Compal community shifted away from describing themselves as manufacturers and started seeing themselves as visionary dream builders.
