Malvern Panalytical Revontium
Introducing a product that can disrupt an industry requires more than innovation; it demands a brand that connects deeply with its audience. This was the challenge Malvern Panalytical presented to TRIMM with Revontium—a compact X-ray fluorescence (XRF) analyzer for high-quality elemental analysis in a tabletop format.
Malvern Panalytical
Brand engagement beyond product innovation
Development of a brand experience
Strategic brand activation campaign
Interactive product launch
VR environment
Insights-driven segmentation and messaging
Understanding the diverse needs of the target audience was crucial in shaping Revontium’s identity. We began this journey with a creative workshop, followed by in-depth research targeting key groups within the production control and R&D environments.
Our research identified two primary audience segments, each with distinct priorities. The first segment consisted of technical influencers—individuals who prioritize high performance and precision in their decision-making processes. These experts demand cutting-edge technology that meets rigorous standards. The second segment included economic influencers, who emphasize cost-effectiveness and adaptability. These stakeholders seek solutions that offer flexibility and value, crucial in budget-conscious discussions.
Based on these consumer insights, we developed a comprehensive messaging framework that directly addressed each group's specific challenges and expectations. This approach ensured that the communication was not only relevant but also deeply resonant.
This insights-driven approach naturally guided us into the next phase: crafting a brand identity that would visually communicate the same themes of innovation and potential.
Bridging narratives and visuals
Central to the brand’s identity was leveraging the powerful symbolic connection between the Revontium name and the mesmerizing Northern Lights, known as "Revontulet" in Finnish. This awe-inspiring natural phenomenon offered a perfect representation of Malvern Panalytical's commitment to innovation, coupled with the allure of discovery and exploration.
The Aurora motif seamlessly integrates into the broader branding elements of Malvern Panalytical, offering a unified aesthetic that appeals to both current and prospective customers. This symbol stands as a testament to Revontium's brand promise—"Endless Possibilities"—by evoking wonder and encouraging exploration. By aligning our narrative and visual strategies so cohesively, we ensured that Revontium’s messaging had the utmost impact and fosters curiosity vital to the brand's identity.
Bringing Revontium to life at Analytica 2024
Executing a comprehensive brand experience for Revontium involved a strategic omni-channel campaign designed to engage users across multiple touchpoints. Through a series of paid campaigns across diverse channels, including search, display, and digital out-of-home advertising, we strategically shaped the narrative to prepare the audience for Revontium’s key messages. The campaign was organized into phases, each targeting specific audience segments to generate buzz and anticipation towards what was to come. This culminated in a grand debut at Analytica—the world's leading trade fair for laboratory technology and analytical solutions. Here, Revontium’s narrative was brought to life through an innovative "box-in-box" experience, allowing attendees to step into the world of Revontium and interact with its pioneering capabilities first-hand. This installation effectively married physical engagement with virtual intrigue, cementing an impression that blended practicality with excitement.