Aim Lab had been a proud Australian manufacturer of several key, hi-tech laboratory sample management solutions — big machines and robots, and all the toys they carry, for pathology and other testing laboratories worldwide. As part of their growth strategy, Edison performed a brand audit and developed a brand strategy to deliver a new, modern and relevant brand character, with a sophisticated, more creative look and feel. Their growth strategy worked. A year after the rebrand, Aim Lab were acquired by global semiconductor-robot and lab-equipment manufacturer, Brooks Automation. Edison set about blending the brands to help launch Brooks Laboratory Automation Solutions to the world, beginning with a Brand Architecture project from Brooks HQ to resolve product-naming and labelling of divisions, and then a Brand Strategy to develop an entirely new category in this space — Hybrid Lab Automation — launched at the 2024 ADLM Conference in Chicago.