Accelerating the Art of Discovery
Client
Capabilities
Date
10/10/2025
Tescan, a leading global manufacturer of electron microscopes, has unveiled a new brand identity and positioning created in collaboration with VCCP Group. The platform Accelerating the Art of Discovery opens a new way for the brand to engage with the scientific community worldwide. The identity reflects a bold approach that breaks with category conventions and gives Tescan a distinct voice.
The new platform underscores Tescan’s commitment to inspiring and supporting the scientific community across continents – from NASA and leading universities to the institutions and laboratories shaping the future of medicine, material science and semiconductors.
The positioning was developed to meet the expectations of today’s and tomorrow’s researchers who value accessibility, intuitive use and partnership in discovery, alongside cutting-edge instrument performance. While competitors focus solely on specifications and performance, Tescan brings a human dimension to science – focusing on how researchers actually work, on integrated workflows and solutions that accelerate the journey from question to insight.
The new positioning is also expressed through the brand’s fresh visual identity. It is more open, modern and approachable – rooted in the environments where research actually happens and intentionally moving away from the clichés that dominate the category.
Science is precise, yes – but it is also creative, collaborative and human. Our palette now reflects the real environments in which research happens – diverse, modern and evolving. It remains professional and rigorous, just less obvious. Lluis Rotger, Head of Design at Girl&Bear Prague at VCCP
The repositioning and new identity were delivered by agencies from the VCCP Group – VCCP Czechia, production studio Girl&Bear Prague, and Harvard in London, a B2B tech marketing and PR agency.
As a challenger agency, we believe real value for clients comes from breaking away from established rules. Tescan had the courage to embrace our unconventional solution – and that’s why it now stands out as truly unique in its category. Lazo Raftovski, Planning Director at VCCP
Linda Bilal added: “I truly value how VCCP and Harvard listened, analysed and understood the unique dynamics of the electron microscopy market. They transformed those insights into a strategy tailored precisely to Tescan’s needs and throughout the process brought calm, confidence and optimism.”
