EM Research

Within the complex technology systems that keep the nation safe, enable communication across great distances, and promote scientific advancements in the laboratory, there are integral components, without which the systems couldn’t function. For many of these defense, SatCom, and aerospace systems, EM Research is the critical factor that makes operation possible. EM Research designs, engineers and manufactures frequency generation and signal conversion solutions that are used in communications and guidance systems. For over two decades, the engineering team has driven advancements across a broad spectrum of frequencies and industries, but to date, the Nevada-based company had remained a relative unknown. EM Research leaders knew that to be competitive, the company’s innovation and expertise had to come through in its brand. Leaders tasks Punch Digital Strategies with developing a bold new brand to position EM Research for continued growth.

Project Background

In response to changing market trends, EM Research had begun to expand beyond simply developing high quality components into designing and manufacturing more complex assemblies. This sector of the market is dominated by larger, more well-known manufacturers, as well as lower-cost overseas competitors. The challenge was two-fold: First, EM Research needed to show that its capabilities and expertise are on par with the industry’s leading names. Second, it needed to accurately and authentically represent the values and dedication that set the company apart from its rivals. This needed to be reinforced with technical performance indicative of an advanced engineering company.

Punch Solution

We began our process by meeting both as a group and individually with team members across EM Research’s business, as well as current and former EM clients. By comparing perspectives, we revealed core values and areas of expertise that were validated by the clients. We studied the messaging, user interface and technical performance of EM Research’s top competitors to determine where EM Research should stack up. We developed a strong positioning foundation with the message “Full Spectrum Innovation” to speak specifically to RF engineering, but metaphorically to the company’s continuous commitment to solving the toughest challenges. We designed a new logo, color palette and visual identity that came to life through a new, responsive website. The revised website includes a streamlined and searchable products section, along with strategic content written to speak with specific audiences. The work included:

  • Brand strategy
  • Market research
  • Logo & identity design
  • Brand messaging
  • Website design & development
  • Content marketing
  • Trade show booth design
  • Product catalog design
  • Email marketing

Outcome

EM Research is experiencing one of the highest-grossing years in the company’s history. With new contracts from high-profile clients, expansion into new and larger facilities, and a growing team, 2016 is on pace to be a record year. The new brand and web presence positions EM Research as a top-tier innovator, attracting the interest and confidence of larger clients and more complex engineering projects. Ongoing content marketing is continuing to demonstrate expertise and keep the EM Research brand in front of the right decision makers.

Punch Services

  • Marketing strategy
  • Brand design
  • Strategic messaging
  • User experience
  • Website design & development
  • Content marketing