case studies

FEI Branding

FEI’s ion- and electronic-beam microscopes are used by many of the world’s top researchers and manufacturers for imaging, analysis and prototyping at scales down to the atomic level.

Broaden FEI reputation from semiconductor process management company to a provider of nanotech tools to a broad range of biosciences, materials sciences and semiconductor applications.
Rebuild a low-profile company into a perceived leader in the emerging field of nanotechnology.
Put substantial proof behind claim of new positioning tagline, “Tools for Nanotech”

Our messaging strategy allowed FEI to stake a proprietary, territorial claim to the nanoscale itself: “The biggest ideas of the 21st century begin with FEI at the nanoscale.”
YRG re-introduced FEI to the international business and investor press in a tightly orchestrated corporate public relations program hosting media events in Europe, Japan and the US.
YRG further reinforced FEI’s claim to the nanoscale with advertising in numerous technical and professional publications worldwide.

FEI adopted the new messaging and within the year nearly all its product and business collateral (digital and print) reflected the new positioning strategy.
Broadcast coverage included interviews on CNBC’s “SquawkBox,” for which FEI received favorable responses from financial analysts.
Key editors and analysts attended press events in the UK, Netherlands, Japan and the US.

"YRG demonstrated an important depth of knowledge and proven track record with integrated branding and marketing campaigns to successfully roll out our new position. YRG’s professionals demonstrated their acumen for taking an idea for a message and turning it into a sustainable, credible and compelling corporate platform."

- APR, FEI Company