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graphic design case studies

Sydor Technologies Web Copywriting

Completed September 2015
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Sydor Instruments is known for designing and building the ‘Porsche of streak cameras’, capable of capturing the image of a single photon. Now the company was greatly expanding its offerings and parent company Sydor Technologies needed a new brand identity, website, and — very important to them — relevant and compelling content for the website. Michael Pavia, President & CEO, and his Vice President of Marketing, Lisa VanDeMark, wondered if one creative company could handle all of these requests. They found that complete offering with IDU Creative Services.

Mike and Lisa first learned of IDU Creative Services at an executive event, in a conversation with George Daddis, CEO of Omni-ID. With George's positive experiences as a baseline, Mike and Lisa added IDU to their creative shortlist and, after interviewing three agencies, they selected IDU as their creative partner. IDU began the brand development process with a telephone survey exploring international customers' perceptions of the Sydor brand, then conducted brand definition seminars with Sydor's executive team, created the visual identity to represent the brand (and subsidiary companies), and designed and implemented the new website. All of the previous work understanding customers' perceptions and defining the brand was critical in developing compelling content for the website. The material was highly technical, addressed to an audience of Ph.D. scientists and researchers, but Mike and Lisa did not want to lose the company's collaborative, customer-intimate style in the writing. To achieve this, IDU wrote the higher-level content in a friendly, conversational tone of voice, while the deeper-level pages were more straight-up technical in approach. IDU's copywriting team conducted extensive research and interviews with Sydor's technical staff, then wrote content for about 30 pages. After several rounds of intensive work to ensure that the technical details were all spot on, the copywriting was approved and published on the new website. As an add-on to the copywriting project, Mike and Lisa asked IDU to write a new brand driver tagline for the combined companies, which was then featured prominently on the website and other customer-facing materials. Following the successful conclusion of these projects, Mike and Lisa asked IDU to continue on, leveraging the content for use in marketing collateral and trade show exhibits.

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or email for a free estimate on your project. We provide graphic design, brand design, web design and printing services to corporate clients, focusing on business-to-business marketing & technical communications in the areas of technology, industry and medical devices.

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