Scout launch
ArmstrongB2B® partnered with Bucher Emhart Glass to support the launch of a new inspection software platform designed to advance the FleXinspect range and set a new standard in automated inspection. We were invited to name this breakthrough technology and create an identity that would resonate across a global market.
Our strategy focused on developing a brand that was simple to understand, internationally accessible and reflective of the software’s purpose. The platform is designed to identify defects in container glass with exceptional accuracy and features intelligent learning that recalls previous jobs to reduce set up time. After a detailed review of the market and the technology, the name Scout emerged as the perfect expression of its capability. It has since become the most recognised software brand in container inspection and now underpins all new machine builds.
Creatively, we strengthened the brand with the prefix Powered by Scout and introduced a visual identity centred on an eye inspired scope to convey precision and focus. The colour palette aligned with Bucher brand guidelines, using cool blues to reinforce clarity and technical confidence. The launch included internal and external roll out, a bespoke direct mail piece linked to an animation, a dedicated website, literature, presentations and video content demonstrating the software in action.
The impact exceeded expectations. Scout drove record machine sales and upgrades across the installed base, to the point where the sales team needed encouragement to continue promoting machines without the new platform. It quickly established itself as a defining advancement in the Emhart portfolio and a powerful commercial asset.
Challenge
Bucher Emhart Glass was ready to launch a brand-new inspection software platform that had been developed to take the FleXinpsect product range to a new level. It was the latest advancement from Emhart to lead the way in inspection automation, and we were invited to name this revolutionary technology.
Strategy
The brand identity needed to be easy enough to understand or translatable to a global audience. The function of this innovative software is to hunt defects present in container glass. Featuring several advancements in inspection technology, it’s programmed to remember previous jobs, minimising the speed of set up and job changes. After an indepth analysis of the market and technology, the name ‘Scout’ perfectly positioned the system, which has now become the most recognised software brand in container inspection and is the platform for all new machine builds.
Creative
We felt that a strong prefix would enhance the brand mark, and so ‘Powered by Scout’ was ready for its launch to the market. ‘Scout’ was visually represented by an eye ‘scope’, perfectly depicting the absolute precision of the software. The colour palette was in line with Bucher brand guidelines and featured cool blues. More than a brand name, Scout gave the commercial team a belief that Emhart machines had technology far superior to anything else on the market. The internal and external launch were followed by a bespoke direct mail piece to customers, linked to an animation introducing Scout. This was supported by a dedicated website, literature, presentations and video presenting the software in action.
