PORTLAND, Ore.--(BUSINESS WIRE)--Michael Patrick Partners, a nationally recognized brand development firm, has completed a comprehensive brand refresh program for FEI, in Hillsboro, OR.
FEI (www.fei.com) specializes in highly sophisticated technology—microscopy innovation and expertise for electronics, life sciences, materials science, natural resources, and industrial manufacturing applications. With more than 60 years of innovation and leadership, FEI enables customers to find meaningful answers to questions that accelerate breakthrough discoveries, increase productivity, and ultimately change the world. With revenue approaching $1 billion and employees in 60 countries, it is one of the market leaders in its field.
In 2011, FEI hired Michael Patrick Partners to plan the refresh from the ground up and provide relevance to an identity that had been modified multiple times through the years.
Doo Maidens, Michael Patrick Partners’ co-founder and creative director, stated, “The redesign required our undivided attention for two years. We worked closely with FEI marketing communications to establish a fresh new look—a brand that would command top-of-mind market position. The job was to articulate the brand essence to internal and external audiences.”
The assignment included refinements to the institutional brand platform, evolving the logo design into a more meaningful visual identity, and developing a design and writing strategy for a multilevel digital and print based sales literature system. Additional work included creating messaging systems for each business unit, event/exhibit design, and key corporate communications. Following the completion of key projects, the firm developed a comprehensive identity guideline that memorialized the strategy and detailed how to achieve an on-brand communications environment. And to ensure accelerated internal brand acceptance, an employee brand engagement kit was delivered to offices worldwide.
“The result was a seamless communications environment and internal processes established to help my staff steward brand integrity more easily across borders with our international marketing counterparts,” said Casey Krueger, FEI Director of Brand Management.
Michael Patrick Partners is a nationally recognized brand development firm located in Menlo Park, Portland, San Antonio, and Scottsdale. It specializes in brand strategy and design, corporate communications, digital branding, and marketing communications programs for education, financial and professional services, healthcare, nonprofit, and B2B technology markets.
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For additional information visit Michael Patrick Partners' website michaelpatrickpartners.com.