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Brand Identity and Communications



A global leader in RF (Radio Frequency), Microwave and MMwave technology, Filtronic were looking to partner with an agency to help develop and solidify their brand and messaging. as they looked to 2021 and beyond.

Filtronic have been established for over 40 years, and in that time have established themselves as a leader in their field, consistently developing technology and solving problems for their clients.

Internally they had carried out a Voice of Customer exercise, where they had engaged with their existing customer base to understand their strengths and weaknesses as a business. Whilst the initial brief was simply to review and consolidate their brand communications, it quickly became apparent that the actual visual brand identity was at odds as to where the organisation was heading in the future.

Working with their internal marketing team we carried out our own understanding and analysis of their brand and it quickly became apparent that the external identity needed updating. The existing customer base could not be alienated through this process, and with 40 years of history and expertise to consider it was essential that we evolved the identity rather that completely reinvent it.


Honouring the brand history

The updated brand looks to honour their previous identity and moves this on through the use of a rounded, younger typeface that is bold and confident. This accompanies a new brand marque which was developed as an abstract reference to the technology that the company specialises in. Each of these elements can work either individually or together, and the latter is used as a graphical element on its own to represent the brand throughout all of the organisations communications.

With offices in the UK and the US, the roll out of the brand will be ongoing and both our internal teams have worked together to see the initial implementation on both sides of the Atlantic, answering the physical differences in requirement for each country.

We continually work to oversee and deliver Filtronic’s identity across all communications both internally and externally including developing their use of film and video.

Thanks to the Cargo team for the excellent work they have done to get us to this point. Any brand refresh is a challenging prospect, but all the team at Filtronic are looking forward to the next chapter.

Fin Farrelly - Marketing Manager

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