our work
Sonatest Veo
Project: Product value proposition, naming and visual identity.
When: 2010
What: Sonatest is the world's leading manufacturer of Ultrasonic Testing Equipment. Our task was to develop a value proposition and new name for their latest product innovation and then to help them manage an effective product launch. It was an important new product in their line up because they had fallen behind the competition in providing a Phased Array solution and the market was eagerly awaiting its arrival. Phased Array works like an ultrasound scan and is the very latest in Non-Destructive surface testing technology – allowing you to see surface blemishes more clearly.
How: We worked with the client team and their product designers to develop a proposition that reflects the quality and unique ergonomic standards of the design being developed. Because of the higher standard of design thinking that was being applied we found ourselves asking the question “why isn’t all Phased Array made this well?” and this became the foundation for the proposition. We ran a name-storming session with the client and eventually named the product “Veo”. We then developed an identity to which we linked a strapline “Now you see it”. This is a pun on the market’s patience (waiting for the product) and the benefits of the product itself, which help to see surface blemishes more easily (just like a baby scan). Because the product has an on-screen display, we also created an animation to run on the screen, while the machine boots up.
Outcome: Sonatest is the challenger brand in its market. However, initial feedback suggests that the product is selling very well indeed, with more than the expected pre-sales versions being snapped up by distributors. The MD of Sonatest said that our input was “vital to the successful product launch.”