3i, a team of inventors, scientists and engineers working to revolutionize the world of high-powered microscopy, sought a way to capture the attention of their highly specialized customer base comprised of researchers and biologists. But up against competitive giants like Olympus and Zeiss, they needed a brand that set them apart.
We dove deep to find the idea that 3i could own. As a small business whose every employee holds a PhD, their unique offering is the partnership they provide. They don’t have some of the advantages of scale, but neither the disadvantages. Without the need for service call centers, for example, every 3i employee a customer interacts with understands their specialized science and the microscopes inside out.
