An updated and revised communications strategy was needed to fully exploit the potential in existing and new markets, characterised by:
- A brand identity that reflects Melexis' ambitions, but which also differentiates the company from its competitors;
- Value-driven (rather than product-driven) communications;
- The consistent use of various online and off-line channels, with the corporate website as the central element.
A distinctive brand identity
The most distinctive aspect of revising the brand is the inspiration that was derived from nature. Animals that have evolved into smart beings able to thrive in exceptional circumstances are a metaphor for Melexis’ intelligent technology, which continues to perform optimally in complex and difficult conditions.
Elcke Vercruysse, Marketing Communications Manager, says “our new identity demonstrates our ambitions, but also our historical track record. The new brand is a true work of co-creation, and this also explains why there is such widespread support for it across our organisation and our stakeholders.”
New corporate website
Along with the new identity, a new corporate website is being launched. The website is based on thorough research into customer behaviour, combined with Melexis’ ambitions. This has resulted in a clear site where brand identity, functionality and corporate objectives form a harmonious whole. From a technical perspective, a future-oriented choice has been made by using Sitecore 8 as the platform.
The brand revision and its translation into a new corporate website fit seamlessly with Melexis’ corporate strategy: building further on past strengths, the company is exploring new horizons, not only technological, but also market-related and geographical.
“This is a textbook example of how intensive collaboration at all levels can lead to fantastic results,” says Anja Cappelle, CEO of The Reference. “It underlines how The Reference can help to maximise the potential of companies such as Melexis by working at the crossroads of digital and business.”