Your Eyes in the Field: In-Situ Unveils Industry-Leading Corporate Branding Campaign

In-Situ® unveiled today a new global branding campaign, Your Eyes In The Field, designed to reflect the core of what the company promises to its customers – performance they can trust. The new visuals represent a much different look and feel for not only the brand, but the industry as a whole.

In-Situ customers have come to know and expect the company to be innovative and bold, and the striking visuals associated with this new campaign push the brand to a new level of distinction. Seeking to step well outside the box and the industry standards, In-Situ chose an Italian design agency to head the creative process for the new branding messaging and visuals.

“With this campaign, we want to demonstrate that our customers can trust us and our solutions to the point that they can close their eyes; they can allow us to be their eyes in the field,” explained Paolo Deimichei, VP of Marketing for In-Situ.

Deimichei added, “In-Situ literally means ‘in place’, and ultimately what In-Situ provides is the ability to take the measurement at the point of measure. When you take a sample to the laboratory, you’re working in an ideal condition. When you take a measurement in the field (at the point of measure), you have to trust that the equipment and data will be accurate and reliable…you have to trust that it will continue to work even when you cannot see it.”

The campaign features bold visuals of both men and women standing with an In-Situ instrument in hand. Their eyes are covered from behind by the hands of another person, representing the trust that you place in your instrumentation every time you rely on it for measurement or sampling. Megaborg, the agency that created the concept and visuals, is led by Giovanni Motta, a well-known and respected Italian artist that exhibits around the world. Based in Verona, Italy, Motta drew from his experience in the fashion industry to create a visual representation of what In-Situ stands for that can be used around the world. The final images in the campaign not only reflect In-Situ’s history, but their future as well. The company continues to invest in new technologies that raise the standards for water monitoring, and a strong focus and dedication to the user experience remains the underlying driver to their research and development.