Jenoptik AG is based in Jena, Germany. Since his arrival in 2017, CEO Dr. Stefan Traeger is leading a complete transformation of their business, from a multi-disciplinary, complex conglomerate to a focused photonics brand. UP has created the brand for the CEO’s business transformation, the subsequent external facing brand, the ‘Jenius’ employer branding concept and the content campaign to attract new business and employees.
In July 2020 Jenoptik acquired Trioptics, thereby strengthening its focus on photonics. After previously delivering the brand repositioning and launch of the new Jenoptik brand look & feel, UP were selected to execute all the acquisition materials from CEO interviews, stories illustrating the benefits of the acquisition, investor presentations and the web launch.
UP worked directly with the CEO and the Investor Relations team under a comprehensive non-disclosure agreement until the acquisition went public.
UP shot, wrote, directed, produced and edited films for launch of the Jenoptik acquisition – all done in the cloud under the social distancing restrictions imposed by COVID-19. These became integral parts of the employer branding campaign as Jenoptik introduced themselves to the new Trioptics employees and answered all their questions online.