Design + Marketing for the real worlD

2Case Study

3

Better together

FANUC is a global manufacturer of factory

automation. In 2013, with the corporation’s three

independent UK businesses: Robotics, Robomachines

and CNC set to merge, MD, Chris Sumner approached

Voice to develop positioning and brand strategy for

the newly integrated business.

Our remit was to develop brand assets which could

be used in customer retention and cross- selling and

to support the integration of the previously

independent engineering and sales teams.

4

project services

» Brand & marketing strategy » Copy writing » Art direction » Graphic design & artwork » Project management

Brand strategy & Brand assets

Our remit was to develop brand assets which could be used in customer retention and cross- selling and to support the integration of the previously independent engineering and sales teams.

Adhering to global brand guidelines, we developed a visual language, tone of voice and audio brand to articulate the benefits of three divisions working in close collaboration, a proposition driven by customer demand and unique to FANUC UK.

5

project services

» Copy writing » Concept & graphic design » Project management » CGI , Image creation & retouching » Artwork production

integrating information

To achieve more impact than a simple business letter or email, Voice recommended a direct mail pack comprising a personal letter of introduction from MD Chris Sumner, supported by a brochure championing the integrated approach of the new business structure and proposition.

Using simple infographics and compelling sales messages the brochure illustrates the benefits of integration, promotes FANUC’s history of innovation in factory automation with a series of ‘FANUC Firsts’ and relates current product excellence all the way back to FANUC’s own automated production facility in Japan.

6

project services

» Art direction » UX concept design » Technical code, build & deployment » Project management

who’s who application

We conceived and created the FANUC Who’s Who App as an internal communications tool which allows team members to quickly search for the appropriate colleague by discipline, product, keyword or name, particularly useful when promoting seamless cross-divisional dialogue with customers and prospects.

The Who’s Who App is the first phase of a much larger, scalable iPad-based sales tool incorporating all of FANUC’s brand movies, sales presentations, product specifications and push notifications to alert all users of updates or critical business matters.

7

project services

» Copy writing » Concept design » Film & animation » Project management

investing in film

To communicate what this investment, and the integration of the divisions, would mean to customers and prospects, we created a short film showcasing the benefits of FANUC’s end-to-end collaborative approach, from initial factory automation concepts, through customisation and complete FANUC system installation, to training and after care support.

Sales engineers from each of the three divisions use the film to introduce and cross-sell FANUC’s complete factory automation solutions to clients previously aware of only one division.

Based on the positive impact of these films, both internally and externally, more are in the pipeline.

8

project services

» Concept design » UX design and development » HTML code & build » Project management

perfect presentations

We developed a bespoke, secure portal, which accommodates presentations in multiple formats, and designed a visually engaging user interface, a simple, intuitive journey for users and system administrators and easy access to system logs and member management functions. Once logged in, users have access only the most recent versions of presentations appropriate to their

personal profile and receive real-time email notifications about new presentations and updates.

We are working with FANUC to take more support and sales functions into the digital realm, in keeping with a business at the cutting-edge of automation technology.

We contriBute to your Bottom line

Of course we’re a creative agency, so we

develop distinctive brands and create

compelling marketing communications.

But we think what you really want to

know is that everything we do is designed

to convince prospects to buy, customers

to buy more and internal teams to buy-in.

Isn’t that the bottom line?

thank you for your time

To find out more

call us on +44 (0) 116 239 6661email us@realworldthinking.co

or visit realworldthinking.co

leicestershire

Winding House, 24 Narborough Wood Park, Desford Road,

Enderby, Leicestershire LE19 4XT United Kingdom

london

One Alfred Place, 1 Alfred Place, London,

WC1E 7EB United Kingdom