Grace under fire. We’re happy to handle pressure, change and setbacks beyond our control. We live to execute – sounds funny until we do it for you. Then it’s simply amazing. Grace is like that.
Thousands of companies roll out millions of innovative products every year, but only a tiny percentage succeed. Why? Rarely is a company in sync with both the marketplace and technology. So when a Southern California research and development company with both advanced products and market smarts approached USFI to craft a complete brand identity from the ground up, we knew the challenge of communicating its identity, USP and mission would be significant.
Founded by principals with decades of experience in engineering and design, consumer product development and business management, the new company had products in development as impressive as their credentials – products that could radically reduce energy consumption of swimming pool filtration systems, for starters. To establish their credibility, USFI determined that the new company needed a name and a brand that signified technological advancement, marketplace savvy and long-term productivity.
USFI developed a name, logo and tagline that evoke the company’s key values: "Attune. Always Listening." Of course, USFI was also tasked with developing all applications of the new identity: new product names, a website and innumerable ads, fliers, brochures and press releases as well.
In the past year, Attune has discovered the power of a compelling identity. “As an entree into public utilities and big retailers, the new brand has been invaluable,” Attune’s CFO recently said. “The name says that we’re listening, and I don’t think electrical utilities get that a lot.” Indeed, judging by traffic to their new site, many consumers don’t get that a lot either.