From manufacturing and distributing quality-control instruments to a system to organise identity, catalogues and international expansion.

NEURTEK had been in the market for almost 50 years and was a recognised company in quality control and R&D for paints and coatings.

But there was a paradox.

As well as distributing equipment from international manufacturers, NEURTEK also developed its own products. The problem was that the brand was strongly associated with its role as a distributor.

And that was starting to limit a new business ambition.

The company wanted to grow its own manufacturing line, gain international market share and make it possible for that equipment to be sold by other distributors too — even by companies competing with NEURTEK in certain countries.

To make that possible, two realities that until then lived under the same name had to be separated: distribution and manufacturing.

That is where the project began.

The challenge was not simply creating a new brand.

NEURTEK’s two activities had to be clearly separated: the distribution of third-party equipment and its own manufacturing.

The new brand needed enough autonomy to grow internationally and be distributed by other companies, even competitors of NEURTEK, without giving up the value of almost 50 years of track record and recognition.

That is how NK by NEURTEK was born: a brand of its own, designed for international markets and initially backed by NEURTEK’s reputation.

The key question:

How do you create an independent brand without losing the credibility built up over decades?

We started with strategy.

We analysed NEURTEK, its competitors, different instrumentation brands, brand architectures and international markets. We also worked with management and the sales team to understand what had to be kept and what had to change.

From there we defined the brand architecture, developed the naming and built an identity of its own for NK: different enough from NEURTEK to work independently, but connected to it through some visual codes and the «by NEURTEK» endorsement.

We then carried the new brand across to the assets needed to go to market: international website, catalogue, product datasheets, presentations and other basic applications.

NK now exists as an independent brand, ready to grow beyond NEURTEK.

It has an architecture of its own, a recognisable identity, an international website, a catalogue and sales materials that let it present itself and be distributed across different markets autonomously.

The brand has already launched, is present at trade shows and has begun its commercial journey.

The result, for now, is mainly strategic and operational: separating manufacturing from distribution and building a brand with a real capacity to grow globally, without losing the backing of almost 50 years of NEURTEK experience.