Brand Identity

Challenge

Novanta is a global provider of advanced technology solutions, primarily serving medical and industrial OEMs. Since its founding in 1968, the business has expanded significantly through acquisition, building a diverse portfolio of technologies and specialist brands.

This growth created a fragmented brand structure. Operating as a house of brands, Novanta’s capabilities were not always clearly connected, making it harder for customers to fully understand the breadth and value of its offering.

As the business transitioned to a branded house model, there was a need to unify its identity and bring clarity to its positioning. Novanta defined four core areas of capability:

• Precision Medicine
• Medical Device Technology
• Robotics and Automation
• Precision Manufacturing

Following the launch of a new group website, the challenge was to strengthen brand presence, improve visibility of these capabilities and create a more cohesive and engaging experience for its audiences.

Strategy

Our strategy focused on creating clarity through structure and consistency.

We developed a brand framework that would allow Novanta to present itself as a single, unified organisation while still clearly articulating its four distinct areas of expertise.

This involved defining a clear hierarchy across the brand, ensuring that each capability could be expressed in a way that felt both differentiated and connected to the wider Novanta identity.

Alongside this, we established a strategic messaging approach tailored to Novanta’s key audiences. This ensured that complex technologies could be communicated in a way that is both accessible and relevant, while reinforcing the company’s position as a trusted technology partner.

The goal was to create a brand that reflects Novanta’s scale, expertise and innovation, while making it easier for customers to navigate and understand its offering.

Creative

We developed a cohesive visual and verbal identity system designed to bring Novanta’s capabilities to life.

This included creating distinct visual expressions for each of the four capability areas, allowing them to be clearly differentiated while remaining part of a unified brand system.

A key focus was improving how products and technologies are visualised. Through considered use of imagery, graphics and layout, we created a more engaging and intuitive way to present complex solutions.

We also supported enhancements to the digital experience, ensuring the new website delivers a seamless and consistent journey. This included refining structure, navigation and content presentation to better guide users through Novanta’s portfolio.

The result is a flexible identity system that can be applied across digital platforms, marketing materials and future campaigns, supporting both brand building and product communication.

Results

The new brand identity provides Novanta with a clear and scalable platform for growth.

By moving to a unified branded house approach, the business is now able to present its full portfolio with greater clarity and confidence. Its four capability areas are more clearly defined, making it easier for customers to understand the breadth and depth of its expertise.

The enhanced visual and messaging system strengthens Novanta’s presence across digital and marketing channels, creating a more consistent and engaging experience for its audiences.

Most importantly, the new identity positions Novanta as a connected, forward-looking technology partner, better equipped to communicate its value across medical and industrial markets.