In mid 2019, a refresh of the Fluke Calibration visual brand was initiated from the business. Initially, I was teamed up with a senior colleague to address this request, and together we started the brainstorming process. However, due to her unexpected departure in the fall, I took over full responsibility of this project.
The goal was to update the brand’s visual appearance to better align with the business’ updated future-focused brand messaging. At the time, the current visual brand standards were looking outdated because adjustments hadn’t been made since the inception of the business (2010) and many of the guidelines stemmed from even earlier guidelines established for Fluke Calibration’s parent company, Fluke Corporation.
- New and improved visual brand refresh, recognized by GD USA American Inhouse Design Awards
- More standardized implementation of guidelines to create a more uniformed brand experience
- Brand aesthetic applicable to web and print, scalable globally
- Brand refresh applied to largest Fluke Calibration new product release in recent history
Using an upcoming new product release as a guide for content, new marketing asset templates were created with the new brand guidelines. Everything from pull screens, to datasheets, to email, to landing pages were revamped to reflect the refreshed brand aesthetic and ensure that maintaining the new guidelines would be sustainable for each specific asset.
Eventually, when the new product was release, that campaign was the first major campaign to utilize the new look/feel and helped to successfully launch the refreshed Fluke Calibration brand. In 2021, when entering work from 2020, the Fluke Calibration brand refresh was recognized by GD USA as one of the winners for the American Inhouse Design Award.