Fluke
The Challenge
The Psychic Pulse of a Brand
Fluke was looking for a global brand refresh in corporate marketing and tuning to support more fully understanding their customers, the place of Fluke technology in their working lives, and how to visualize and express integrated systems design, worldwide.
The Solution
Fluke Style: Worldwide Strategically Integrated Visualizations
GIRVIN partnered with the executive team at Fluke and psychographer Daniel Wurz to examine the deep metaphors and psychical profiles of Fluke users world wide. Using the Myers Briggs profiling analysis, we arrived on two distinct types—a kind of hands-on, fix-everything persona, as well as a more scientifically focused technology user, with discrete traits that we built characteristics around. This was defined in terms of color use, font systems and a dynamically activated photographic style. GIRVIN was closely involved with the development and trademarking of the Fluke brand mark, which we redrew, and Fluke Yellow, PMS 123, for all trade dress and product applications.
Strategy
Identity
Packaging
Print
“
Tim Girvin and his capable, creative staff have demonstrated an innate ability to distill the marketable essence of a brand into something that truly connects with the market. GIRVIN was instrumental in helping Fluke Corporation achieve an “ownable” identity – a graphical look and feel that we could call our own – along with a system to help us manage it throughout the world. Thanks for the opportunity, and pleasure to work with you. It’s been an eye opener.”