EDAX makes electron backscatter diffraction and energy-dispersive X-ray spectroscopy devices — instruments that let scientists see the makeup of everything around us. For years, EDAX was the industry leader. But shifts in the supply chain and aggressive marketing from competitors began to erode that position.
The industry leader, losing its footing.
For years, EDAX was the industry leader. But shifts in the supply chain and aggressive marketing from competitors began to erode that position, making the brand feel less dynamic. Market share was slipping. So EDAX hired Princeton Partners.
Technology wasn't the differentiator. It was table stakes.
A handful of players dominate this category, and the products are functionally very similar. Every competitor marketed the same way: product specs, features, reliability.
Storytelling replaced spec sheets.
Princeton Partners built a new positioning around a simple, powerful idea. The new visual identity brought empathy to life — showing common objects the way a researcher might envision them, at the atomic scale, through the lens of curiosity.
Space for the creative.
Back on top.
The campaign resonated immediately with customers and re-energized the brand. EDAX regained its footing in the category and returned to where it started — on top as the industry leader.
Back to where it started.
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