FLEX REBRAND:
CASE STUDY
REINVENTING A GIANT BRAND
When one of the world’s largest manufacturing brands transforms into one of the world’s leading innovators in technology… how do you change the perception to reflect the reality? Flex came to yU+co with a monumental task. In their 48 year history, Flex evolved from contract manufacturing to electronics manufacturing services, and were reinventing themselves once again. They now provided comprehensive services to help their partners commercialize products, from early design stages all the way to full-scale global logistics and distribution. But the company’s reputation as one of the world’s largest electronics manufacturers still remained. In the eyes of public perception, their image needed a major face-lift to reflect their expanded capabilities and innovative spirit.