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Featured Case Study

Cambridge NanoTech, Inc

Cambridge NanoTech, founded in 2003, grew directly out of one of the foremost ALD research groups in the world - the Gordon Lab at Harvard University. They are the leading provider of atomic layer deposition (ALD) solutions for research and industry worldwide.

Project: Brand and awareness program

Challenge: Our challenge was to develop a comprehensive brand program, including corporate positioning/messaging, a new identity system, and imagery to support them as the ALD industry leader. Their competition includes larger organizations with limited ALD expertise, but that have greater awareness due to name recognition among their audience.

Solution: After conducting comprehensive interviews with nearly a dozen key constituents - the management team, customers, partners, and suppliers - we were able to assemble a solid picture of the company, both real and perceived. Based on this information, we recommended that the company exploit its expertise that is critical in this emerging market and focus on its sole purpose of evangelizing ALD and making it available to broad audience.

Result: The new tagline "Cambridge NanoTech, Simply ALD" clearly communicates the company's concentrated efforts. Secondary keywords "Accurate. Accessible. Affordable." are used throughout the comprehensive program (corporate positioning, brand development, corporate identity system, web site, marketing collateral, and trade show materials) to reinforce that Cambridge NanoTech is making this technology available to anyone conducting research, development, or production in ALD. Today, they are taking this fast-growing market by storm with the most systems sold.

View the Cambridge NanoTech Web site at www.cambridgenanotech.com