Under increasing pressure from China’s low prices, clothes testing products business James Heal was failing to grow. Profits were eroding, and they needed an alternative strategy to better position the business in the market. The previous branding was old-fashioned and didn’t reflect the quality that James Heal exemplifies. A complete strategic brand review was needed to champion the expertly engineered products and innovative company. The solution merged the many divisions of the business into a single name – simply James Heal – and pared back the brand to create a more contemporary and mature logo inspired by their technical instruments and demonstrating their leading capabilities. An important development was a new product signature for the instruments themselves, which underlines the business’s premium positioning Since the rebrand in 2011, annual sales have jumped 68%, returning the company to the position of a global leader and ensuring the successful sale of the business to a US private equity firm. In 2012, James Heal was awarded the Queen’s Award for Enterprise in International Trade.