Applied Sciences was an industry leader in creating nanomaterials for NASA, the US government/military, etc. But, they saw a huge opportunity in consumer goods like snowboarding and skiing. Secondarily, markets like electronics, automobiles, and power tools were of interest. The previous identity was dated, and felt small. It did not connect with the large consumer brands they were targeting.
Ultimately, the brand refresh gave Applied Sciences seats at the tables they wanted to sit at. As a start, they secured a deal with Prior Snow and produced the first nano-based snowboard and skis. Since the refresh, they were also able to enter other consumer markets.
