II-VI Branding

The Challenge

II-VI Incorporated is a global leader in engineered materials, optoelectronic components and optical systems. When II-VI needed a website redesign, we began the process by helping them create brand guidelines, a clear set of standards for messaging and visual components, to give their company a consistent and immediately identifiable look. Our challenge was to implement these guidelines in all their materials, such as the ever-important annual report.

The Strategy

Brand Guidelines

The brand guidelines included primary and secondary typeface families that could be used across print, digital, and display media, as well as brand elements such as background patterns. These guidelines helped to create identity systems for other materials such as business cards, stationary, fact sheets, brochures, spec sheets, display materials, and presentations.


For the website, we established a modular grid system to organize content and create a clear hierarchy, alongside a sophisticated design aesthetic that reflected the technical nature of their business. We used the background pattern developed in the brand guidelines as a key element of the website, and our team also wrote the tagline “Materials that matter” to give II-VI a clear positioning statement.

Annual Report

Winner: GDUSA Awards 2020
By also applying these brand guidelines to their annual report, we were able to keep II-VI’s print and digital materials working together using consistent design elements. This beautiful print report had detailed infographics, relevant content to COVID-19 and a metallic finish on the cover to celebrate the company’s 50th anniversary.