keysight
technologies

Project details

Keysight Technologies is the world leader in electronic measurement technology. The starting point of the cooperation was the development of an independent look for the US company’s used equipment and trade-in business. In the lead up to that, an international and interdisciplinary positioning workshop was held, in which the archetypal role of the “creative caregiver” was defined for the remarketing business. On this basis the brand has been accompanied by FG Branddesign since 2010 and its communication has been implemented cross-media. Alongside image and product videos, print and event communication, e-commerce activities play a special role. Besides the official brand stores on leading e-commerce portals like eBay and Alibaba, the project focus for FG Branddesign is the permanent UI / UX development of the proprietary used equipment portal.