NI: Engineering Brand Growth and Evolution

Post Image

NI, like many of its peers, faces the constant pressure of remaining competitive in the fast-paced tech industry. And as the global leader in test and measurement technologies, they need to constantly strengthen their brand while, of course, driving serious revenue. 

Coming off of a straight-up brilliant brand transformation completed by the folks at Gretel NY , they needed help to maintain this great new brand experience. 

To address the scope and importance, TEAEL came in and led a people-first, brand-led approach to collaboration while extending impact through partnerships with trusted agency friends.

Actionable Feedback Through Monthly Brand Assessments

Through monthly reviews, TEAEL provided the NI Global Creative Group team with specific, actionable feedback on both in-progress and recently launched creative work. Each assessment included themes to help the team identify recurring challenges and opportunities across the Brand and the Creative execution. These assessments identified areas such as delivering clarity in messages, designing stronger calls to action, positioning as premium while showing price points, and creating better visual hierarchies, amongst many other shared best practices.

Assessments were presented back to the team in order to facilitate discussion and debate while identifying any action needed going forward. The work was also shared with each member of the creative team for learning purposes.

Strategic Creative Direction and Brand Guidance 

Each review and project provided the opportunity to tap into our experience in brand, marketing, and creative in order to help the team see new opportunities and drive consistency. Leading with a shared vision of simplicity and clarity helped deliver stronger messages and more impactful creative work.

While focused primarily on creative, TEAEL also served as a sounding board for the brand team. NI, like many modern brands today, takes an iterative awareness perspective to explore ways to improve and continuously provide tools to deliver differentiation.

On-the-Job Training for Creative Leaders

We had the opportunity to work closely with several art directors, writers, designers, and motion designers to drive creative impact from concept to completion. With each review and team meeting, we provided recommendations.

From rethinking processes to improving client engagement to sharing new resources for sourcing assets and inspiration, we were able to provide contextual, real-time guidance that helped the team stay engaged and deliver the best possible work.

Bringing Trusted Agency Friends to the Party

We didn’t go this alone – we brought some friends along. To help move faster and go further than we could alone, we brought several agency partners into the engagement.

Our smart friends from across the pond at Yonder Consulting provided critical help in making sense of the NI Brand Architecture that spans products, services, and new acquisitions. We also brought on the talented creative team from Studio Mega to further evolve how the brand is expressed in campaigns and to brand the annual customer event, NI Connect.

The collaboration with the NI team continues to deliver great results

NI’s Brand and Creative teams are true partners. We work side-by-side with shared respect and a people-first approach that has resulted in a meaningful engagement. Through our work, TEAEL and our partners at NI have elevated the creative output of the team while also positively impacting the processes need to deliver great work that performs.

By collaborating with TEAEL’s Fractional Creative Director model, NI is engineering positive brand growth and empowering the creative team. There is real, transformative power in nurturing creative talent and fostering deep collaboration across teams by leveraging external expertise. Our work with NI continues today as they enter a new chapter, being acquired by Emerson, and we’re grateful to be along for the ride as a trusted partner.

What is Creative Direction (And Why Do You Need It)?
Create Consistency Through Brand Personality

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