Novanta, a publicly traded company owning a variety of businesses with deep expertise in advanced photonics, vision and precision motion applications from which they create highly engineered component and subsystem solutions for healthcare and advanced industrial OEMs.
When Novanta approached RainCastle, they were known as GSI Group. Their leadership was new and they wished to move forward with a new vision. After studying the situation we agreed that a new corporate name was called for. We initiated our eight-step naming process, which yielded a winning name — Novanta.
Our research and interviews had yielded that common to all of their businesses was a unique problem solving ability had yielded innovations that provided real competitive advantage in their markets. Hence the conjoining of “Innovation” and “Advantage” yielded “Novanta.” The distillation of the roots of the Novanta name further inspired us to support the launch of the brand with the new tagline, “The Innovation Advantage.”
Emblazoning the new logo with the tagline enabled Novanta’s leadership team to make a smooth brand transition with customers, investors and employees.
With the new name in place, we set about creating the new corporate identity, which yielded the corporate logo, typography and color palette. With this in place we presented several “Mood boards” further refining the palette and introducing styles for photography, icons and the general display of visual information. The mood boards yielded a clear direction for the visual brand identity consisting of formats for PowerPoint, collateral and print materials.
Simultaneously we designed the website, which utilized the palette and iconography in a systematic way that improved navigation, user experience and the overall modernity of the brand.
Building the site in the WordPress content management system gave us the flexibility to continuously scale the site with more content and provide a platform that will be easy for EpiBiome to update.