Brian McCartney

Contact

Résumé

How do you introduce a brand new, yet 75-year-old company to an established audience? That’s the problem Agilent Technologies Test and Measurement division faced when the company relaunched as Keysight Technologies.

Having been Agilent Technologies agency since 2008 we were in the perfect position to help them build this new brand. Starting from a new logo and a loose set of brand attributes from Keysight’s design agency we went about defining the new brand, but first we needed to introduce Keysight to Agilent’s existing audience.

As the design and production lead for Keysight we set about crafting the standards and messaging for which users internationally would use to communicate with the world.

Brian McCartney

SCROLL ↓

Name change campaign

This campaign ran internationally as spread, page, fractional, false covers, snipes, belly bands, inserts, and static and animated banners. We also localized materials for Asia and the EMEA.

Standards

In building the brand we needed to establish an entirely new set of rules to keep the technical/measurement focused brand looking consistent across all surfaces, and in all languages. I was the author of both the print and online-banner standards.

Banners

To say we made a lot of banners would be an understatement. With the switch to HTML5 for banner authoring Keysight’s regional offices weren’t able to localize the creative we made, so Keysight asked us to do it. By creating several workflows for the localization we were able to produce over 500 banners in six languages in 2016 alone with a zero error rate. Here’s a little video of some of them.

AHA!

Armed with a new corporate name and a new mission to deliver more than just test and measurement hardware to engineers, but rather true hardware/software/consulting solutions, Keysight Technologies needed to reposition itself in the minds and hearts of global engineers.

Our “Aha!” moments campaign spoke directly to engineers on five continents with language-defying moments of an engineer’s inspiration. The campaign featured globally relatable scenarios and actual formulas from Keysight customers’ industries including wireless (LTE-A) and DDR, leading to increased awareness of Keysight’s technology expertise.

Geeky fact: All equations shown are accurate to prove Keysight’s deep insider knowledge to engineers. So getting them into the environments was no mean feat. As the retoucher on this project we needed to accommodate English, French, Japanese, Portuguese, Spanish, and Russian language and character forms.

The Equation Wall

Art meets science in Santa Rosa, California: Inspired by an art installation of the blackboards of CERN scientists and researchers we created a high profile mural installation for Keysight’s newly-opened executive office headquarters. Working with Keysight offices around the world, we gathered original formulas (including one sketched by David Packard) to represent the company’s 75-year legacy of innovation. The resulting “equation wall” design was brought to life onsite by a chalk artist.