- Case Study -

Leonardo Electronics

Brand Transition Tells New Corporate Story, Unifies Presence and Toolkit for brand growth and efficiencies


Leonardo Electronics US is a leading manufacturer of custom high-power laser components and solutions, serving various laser applications in the defense, automotive lidar, medical, industrial, and R&D industries.



Leonardo looked to consolidate its US divisions to realize operational synergies and scalability. The previously unrelated divisions needed to strengthen their brand despite limited Leonardo Electronics US name recognition and muddled naming conventions, combine cultures, teams, sales and service processes, with teams in different locations and different lines of business.





Working from the customer perspective, we were able to quickly and cohesively transition the brand and provide a seamless customer experience. The Leonardo/Lasertel team embraced the HubSpot platform using the integrated CMS, CRM, and HubSpot Knowledge Base to achieve their goals. Together, we worked to communicate a new brand story that served to educate customers, prospects without negative impact to customer experience, leads or SEO.

In addition to managing organizational change, the pandemic further exacerbating the need to build employee alignment. We quickly stood up the HubSpot Service Hub as their employee portal across locations, utilizing SMS, email, and physical signage to keep employees informed.

Working tightly with IT, HR, and operations, we were able to create and disseminate communications that met the needs of their diverse workforce. 

Organization change management boosted employee engagement, web traffic, and leads.


Growth in web traffic and leads by 30% over pre-pandemic times

Locations merged for operational efficiencies.

Month launch window to successfully transform communications internally and externally.


Achievement of business goals and milestones throughout the change plan


Traffic and leads from the website were over 30% higher than pre-pandemic times, while follow-up and lead nurture was better informed and efficient through a CRM and metrics-driven approach.

Employee engagement increased as team members trained and self-served on the employee portal; whether on-site or remote, employees were able to share updates immediately. 

Unified systems are in place for increased efficiency and communication across teams.