Challenge
InVision Technologies is the world's leading provider of Explosives Detection Systems (EDS) for aviation security. The same technology used for aviation security is also used for detection systems for landmines, controlled substances and other applications related to the military and law enforcement. In addition, InVision also manufactures and markets WoodVision, a product used to improve the economic yield of forest products.

The company's development of different products for different markets created a business identity crisis, a diluted company image and marketing materials with conflicting messages. During this critical juncture in the company's corporate evolution, the tragedy of September 11th focused the world's attention on the need for aviation security, throwing InVision into the spotlight as never before.

Recommendations
NIA Creative recommended that InVision clarify its brand by focusing corporate messaging solely on aviation security. Given the threat of terrorism, InVision needed to move its branding and messaging efforts from the technical aspects of its products to the overarching benefit of the company's EDS: making commercial aviation safer.

Solution
The first step was to treat WoodVision as a separately branded entitiy, freeing InVision to focus on EDS. Next, NIA designed and implemented a new corporate website that solidified the company's position as the world leader in aviation security. In addition, NIA revised the messaging from "We make CT machines" to "Technology at Work. Security at its best" to better reflect the company's value proposition.

Results
Refocusing the company and messaging on aviation security resulted in solidifying InVision's position as the industry's market leader, enabling the company to retain its marketshare despite the encroaching competition that arose out of 9/11.

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