Renaming & Rebranding a Health Technology Parent Company
High Tech
Rebranding global house of brands
New management, new goals. We worked with GSI Group to create a fresh, new brand to take this growing, global holding company with a portfolio of advanced technology businesses into the future.
It Started with a Name
Working collaboratively with the client, we conducted a naming exercise to develop a new moniker that captured the company’s essence: innovative and intensely focused on customer success. We arrived at “Novanta”—drawing on the root words “Innovation” and “Advantage.”
To bring the rebrand to life, we designed a bold new logo and visual system. We also updated the company’s brand positioning and messaging to better attract investors and create an environment to attract highly skilled employees. This culminated in the tagline, “Innovations that Matter.”
Brand Architecture
Previously, the portfolio of individual brands had no visible connection to each other or to the parent company. Leadership wanted to establish a strong “one brand” identity, while preserving the established brands of its various business units. We built the “A Novanta Company” endorsement into the logos of the Novanta portfolio of businesses.
Providing Brand Guidance
With a growing portfolio of businesses, Novanta leadership needed everyone to understand and support the overall vision. RainCastle created comprehensive brand standards guidelines with logo, digital and print guidelines as well as updated brand messaging to provide context.
Website
RainCastle developed a new website to serve as a critical foundation for Novanta’s marketing and recruitment efforts. The responsive site clearly conveys the new brand and the updated brand structure across its diverse businesses.
Trade Show Booth
Our flexible Tradeshow booth solution accommodates multiple Novanta businesses while highlighting the parent brand and creating a consistent corporate look and feel to convey a strong “one company” identity.
“RainCastle has had an important role in helping us transform ourselves into an innovative organization with shared goals. Beginning with renaming the company “Novanta,” RainCastle guided us through comprehensive branding, website and video engagements resulting in a cohesive identity and set of brand standards that successfully represent our vision for the company.”
Barbara Russo
Marketing Communications Manager, Novanta
