{"id":9855,"date":"2025-10-10T14:14:12","date_gmt":"2025-10-10T13:14:12","guid":{"rendered":"https:\/\/www.vccp.com\/czechia\/?post_type=work&#038;p=9855"},"modified":"2025-12-02T09:25:38","modified_gmt":"2025-12-02T09:25:38","slug":"accelerating-the-art-of-discovery","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/tescan\/accelerating-the-art-of-discovery","title":{"rendered":"Accelerating the Art of Discovery"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z14lR63 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>Tescan, a leading global manufacturer of electron microscopes, has unveiled a new brand identity and positioning created in collaboration with VCCP Group. The platform <strong>Accelerating the Art of Discovery<\/strong> 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.<\/p>\n<p>The new platform underscores <strong>Tescan\u2019s<\/strong> <strong>commitment to inspiring and supporting the scientific community across continents<\/strong> \u2013 from NASA and leading universities to the institutions and laboratories shaping the future of medicine, material science and semiconductors.<\/p>\n<p>The <strong>positioning<\/strong> was developed to meet the expectations of today\u2019s and tomorrow\u2019s 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 \u2013 focusing on how researchers actually work, on integrated workflows and solutions that accelerate the journey from question to insight.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z1iNG8y wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1122823743?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-taoTO wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>The new positioning is also expressed through the brand\u2019s fresh visual identity. It is more open, modern and approachable \u2013 rooted in the environments where research actually happens and intentionally moving away from the clich\u00e9s that dominate the category.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z2iWiIX wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Science is precise, yes \u2013 but it is also creative, collaborative and human. Our palette now reflects the real environments in which research happens \u2013 diverse, modern and evolving. It remains professional and rigorous, just less obvious. \n        <cite>Lluis Rotger, Head of Design at Girl&amp;Bear Prague at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z2iFhyu wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>The repositioning and new identity were delivered by agencies from the <strong>VCCP Group<\/strong> \u2013 VCCP Czechia, production studio Girl&amp;Bear Prague, and <strong>Harvard<\/strong> in London, a B2B tech marketing and PR agency.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-1iiOcz wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        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 \u2013 and that\u2019s why it now stands out as truly unique in its category. \n        <cite>Lazo Raftovski, Planning Director at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-ZJvB8k wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>Linda Bilal added: \u201cI 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\u2019s needs and throughout the process brought calm, confidence and optimism.\u201d<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-2gARkw wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n  \n  <img data-src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan_Brand_Project_KV_1920x1080px.jpg\" alt=\"\" class=\"lazyload img-fluid\" \/>\n  \n<\/section><\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":74,"template":"","class_list":["post-9855","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["8358"],"hero_video":"1122823743","hero_image":{"ID":9861,"id":9861,"title":"Tescan","filename":"Tescan-scaled.png","filesize":180094,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-scaled.png","link":"https:\/\/www.vccp.com\/czechia\/work\/tescan\/accelerating-the-art-of-discovery\/attachment\/tescan-2","alt":"","author":"74","description":"","caption":"","name":"tescan-2","status":"inherit","uploaded_to":9855,"date":"2025-10-16 12:25:06","modified":"2025-10-16 12:25:06","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/czechia\/wp-includes\/images\/media\/default.png","width":2560,"height":1432,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-300x168.png","medium-width":300,"medium-height":168,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-768x429.png","medium_large-width":640,"medium_large-height":358,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-1024x573.png","large-width":640,"large-height":358,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-1536x859.png","1536x1536-width":1536,"1536x1536-height":859,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-2048x1145.png","2048x2048-width":2048,"2048x2048-height":1145,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/10\/Tescan-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"client_id":"9856","meta-title":"Accelerating the Art of Discovery","meta-description":"Tescan, a leading global manufacturer of electron microscopes, has unveiled a new brand identity and positioning created in collaboration with VCCP Group. 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