OCLI / JDSU

This is Historical Reference on work done in the late 1990's for major global optical components manufacturer as they were acquired by JDS Uniphase. At the time, we were leading with some new thinking about the possibilities for developing brand preference at the consumer level.

JDSU acquired the world renouned optical components manufacturer OCLI. At the time, OCLI was publicly traded and had four divisions with a presence in numerous European and Asian countries.
TRADE AD: The product being advertised is a front surface mirror used in projectors and projection TV. The advantage is in the clarity of the images. We used a deliberately bad image, photographed directly from a poor television screen. When displayed in full page tabloid size really found some attention.  The caption reads “you don’t look so good..”
TRADE AD:  If there were a formula to gaining respect in the international market for components it might be this: Create a first class statement with a simple message that is not a major time commitment to read, repeat often.
 
 
 
OCLI ASIA JV was largely a joint venture in marketing. This brochure is a tour of the capabilities and facilities of OCLI’s multinational joint venture in optical component sales, design and manufacture.
 
Each spread focuses on an industry, which has a focus on a core technology, a key application and an important component. The brand value is summarized in the headline and text is delivered in both English and Japanese.
The value of the two companies together presented a stronger proposition in Asian markets than either entity had on its own. OCLI was acquired by JDS Uniphase.
 
STUNNING PHOTOGRAPHY, DUAL LANGUAGE TEXT AND CLEAR COMMUNICATION OF COMPLEX TECHNICAL FUNCTIONALITY AS STRONG POINTS OF DIFFERENTIATION AND VALUE IN THE MARKET.
 
In each spread, there was a market focus, an iconic product application and featured components.
 
We worked with executives from AEROSPACE, OFFICE AUTOMATION, INSTRUMENTATION and DISPLAY divisions to develop a strong, cohesive message.
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