FANUC is a global manufacturer of factory automation. In 2013, with the corporation’s three independent UK businesses: Robotics, Robomachines and CNC set to merge, MD, Chris Sumner approached me to develop positioning and brand strategy for the newly integrated business. 

Objectives
My remit was to develop brand assets which could be used in customer retention and cross-selling and to support the integration of the previously independent engineering and sales teams. 

Outcome
Adhering to global brand guidelines, I developed a visual language, tone of voice and audio brand to articulate the benefits of three divisions working in close collaboration, a proposition driven by customer demand and unique to FANUC UK.