news & notes

January 25, 2016

Blackrock Microsystems taps SF agency airt group to re-launch brand via integrated communication program

Rebranding effort launched at Neuroscience 2015, extended to online and traditional company communications

Salt Lake City, Utah — Blackrock Microsystems has launched a new integrated marketing communications program that resulted from comprehensive rebranding efforts with San Francisco advertising and design firm Airt Group. The launch culminates a six-month strategic planning and creative development process that yielded fundamental company repositioning, new brand identity components and a comprehensive marketing communications campaign.

Based on the theme "Empowering Ephys," the new campaign debuted in October at the Neuroscience 2015 conference in Chicago, one of the most highly attended medical conferences in the world. The launch featured a new booth with redesigned graphic display panels, banners, over-head signage and demonstration station surfaces. Related direct response and print advertising campaigns preceded the event.

"Our new campaign was warmly welcomed by customers and the industry as a whole," noted company president Marcus Gerhardt. "In fact, we were commended by Neuroscience 2015 organizers for having the best booth design at the conference."

The new branding campaign references Blackrock Microsystems Utah roots and pioneering history in the neuroscience research field through use of dramatic Utah geoformations surrounding Blackrock technical support specialists and products. A similar motif extends to Blackrock Microsystems advertising, direct response and online marketing programs as well as to complete redesign and redevelopment of the Blackrock Microsystems' website at, which features:

  • Improved user experience including high-quality photos and graphics that depict research system components and setups and the integrated nature of Blackrock research solutions.
  • Helpful technical support information for neuroscience researchers including ways to design, modify and improve setups and experiments for various research subjects.
  • Complete access to technical support materials such manuals, app notes, case studies and whitepapers to help to researchers in the design and conduct of experiments.

"We've enjoyed working to refine and extend Blackrock Microsystems' presence within the neuroscience research community and with mainstream media," said Bill Light, Managing Director at Airt Group. "Neuroscience has become one of the hottest medical research area in recent years, so our overriding objective has been to increase Blackrock Microsystems' marketing impact and brand equity as the market continues to expand and segment."

Examples from the new campaign appear in airt's online portfolio.

About Blackrock Microsystems

Blackrock Microsystems, based in Salt Lake City, was founded in 2008 and has become the world's leading provider of technology in the neuroscience, neural engineering and neural prosthetics space. The company's technology has been at the core of worldwide innovations in Brain Machine Interface (BMI), implantable bionic technologies and epilepsy diagnostics.

airt group

Located in San Rafael, Calif., airt helps companies large and small improve their marketing power through metrics-driven marketing communications and brand development. airt ensures that marketing investments work harder, smarter and faster and by keeping the focus on outcomes, big-picture strategy and design solutions that are effective across all marketing channels.

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