Challenge / Develop a unique brand positioning platform and create a fresh identity for this state-of-the-art positioning systems product company.
Strategy / Altus Positioning Systems is a company of innovators, technical designers and market specialists with many years of experience and successful accomplishments in the surveying and engineering community. Dedicated to service, simplicity and intuitive performance-based products, these attributes became the foundation for the company’s positioning. Superior in technology and product aesthetics as compared to its competitors, the theme “Better by Design” was developed as the communications strategy. A comprehensive naming exercise resulted in the name Altus, meaning highly advanced and forward-thinking. A bold, minimalist creative approach was applied to the identity design, the product, web site, advertising, sales collateral and tradeshow materials.
Results / Altus has been described as the “Apple” of the surveying marketplace, as it is the most relevant product in the market. “The Altus APS-3 RTK Survey receiver is second to none in pure performance and represents the new performance standard for Survey RTK receivers,” Erik R. Soderstrom, LIVE Monitoring Solutions.