Wall-to-Wall Studios Designs Integrated Rebranding for Excelitas, Unifying a Global Leader
Wall-to-Wall Studios designed the comprehensive rebranding initiative for Excelitas, a global technology leader specializing in high-performance photonic and electronic systems for the aerospace, medical, and industrial sectors.
Following a period of significant growth and strategic acquisitions, Excelitas faced the challenge of managing a large, disconnected "house of brands." W|W recommended a strategy to pivot the enterprise into a cohesive, powerful, endorsed-brand ecosystem. This strategic shift was essential to strengthen brand equity for the parent company and improve cross-promotion across its entire portfolio of global products and sub-brands.
The new visual identity system, inspired by a flash of light and the spark of innovation, accurately reflects Excelitas’s core leadership in photonics—the science of generating, detecting, and manipulating light. The new visual DNA and tagline, "Enabling the Future," were implemented across all corporate assets.
W|W's work included a unified visual identity system for the parent company and all sub-brands, a standardized corporate literature system integrated into their Product Information Management (PIM) infrastructure, print marketing collateral, motion graphic animations for trade events, design for physical touchpoints like global signage and trade show environments, and a fun, branded application: custom graphics for the Pittsburgh Penguins Zamboni.
For more info, please visit the Excelitas case study.
