X-Rite

Color rites

Over the span of its 40 years, X-Rite had grown through innovation and acquisition to become the most powerful player in the color quality instrumentation and software market. The company also developed a complex “brand stew”: too many brands, not enough brand management. A confusing story.

Peopledesign delivered and helped execute a strategy for retiring many of the brands while bringing the company together under one brand with a clear message to the world: X-Rite helps companies measure and manage color.

We developed a new mark, identity specifications, a product strategy outline, an employee training manual, and many other consults with the company in presenting consistent and powerful value propositions for each of its primary markets.

The result of this work was not only presenting the company’s new brand face and key messages for each of these markets, but also let to greater brand equity and awareness of the firm. A few years later, X-Rite acquired its largest competitor, Gretag Macbeth, and later

Pantone, and became the dominant player in the color technology market.