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In this unusual economic business climate, Axsys Technologies is a unique double-digit performer, enjoying steady, robust growth for the last five years and a particularly strong showing in 2008. As the company grows, it has partnered with The Donaldson Group to help build its image in the marketplace.
Axsys Technologies is a global leader in the development of optical and imaging products that require exceptional precision and reliability for use in even the most extreme environments. These include design and manufacture of highly specialized, high-performance electro-optical infrared systems, multi-axis stabilized high definition cameras, infrared lenses, optical systems and components, and motion control products for military, law enforcement, security and high-performance broadcast applications.
Within this highly specialized industry, the Axsys product application spectrum is amazingly diverse, ranging from space telescopes to combat nightscopes; from surveillance cameras that protect U.S. military in Afghanistan to the aerial-cam providing spectacular overhead shots at the Beijing Olympics.
CHALLENGE
Not unexpectedly, telling the Axsys story to shareholders, the investment community and customers in the past has been complex for this nimble and growing company, as acquisitions have been made, new products are manufactured and markets expand. With Axsys guidance and collaboration, our objective was to develop a strategy that gathered these disparate component products under a more simply realized and powerfully expressed brand expression that meets current needs and future growth.
SOLUTION
Moving from a product and features-based focus, the Axsys brand platform today is about customer applications and value-based benefits. With the phrase, "Ground to Space," Axsys establishes a simple positioning that dramatically encompasses the impressive breadth of its technology footprint. And additional language: "protecting troops on the ground, deterring threats at sea, ensuring safety from the air, and surveilling from space" expands on the critical value and ultimate benefits of their unique value proposition.
Ground to Space
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Protecting Troops on the Ground
- Deterring Threats at Sea
- Ensuring Safety From the Air
- Surveilling From Space
Our long-range vision is to be
the premier supplier of optical solutions for surveillance,
reconnaissance and targeting applications in markets ranging from
ground to space.
RESULTS
Axsys Technologies' long-range brand vision featuring the "Ground to Space" theme is recently showcased in the Axsys Technologies 2008 Annual Report and new Axsys Technologies website, both designed by The Donaldson Group. The company's brand platform offers flexibility for growth yet encompasses a language and visual personality that clearly communicates to relevant audiences. And additional communications, including practice group and product literature, trade show design, and public relations will be rolled out throughout 2009 to further communicate their powerful brand.
