QED Technologies: Recalibrating a Legacy
Some partnerships move fast. Others build steadily over time. Our collaboration with QED Technologies has been a bit of both.
QED Technologies, a global leader in precision optical polishing and metrology, came to BZDesign with a strong legacy brand and a bold vision for its next chapter. With nearly 30 years of engineering expertise and recognition across the optics industry, QED wasn’t looking for a full reinvention. Instead, they needed a trusted partner to help recalibrate their brand for the future, while honoring the reputation they’d already built.
The Starting Point: A Brand Worth Building On
Our relationship began with a rebranding sprint to explore how QED’s visual identity could evolve to better reflect their modern capabilities and global reach. The updated logo and color palette were initially developed by another agency. Our role was to take that refreshed design, apply refinements, and build a full brand system around it. We developed supporting styles, expanded the graphic language, and defined how to apply the identity consistently across all touchpoints, ensuring the new look felt cohesive, modern, and ready for its big debut.
Aligning Strategy, Design, and Rollout
QED had recently acquired DUI Instruments to expand their offerings and product line. Our collaboration deepened to focus on strategic brand architecture. Working closely with their team, we developed a cohesive structure to unify legacy brands, new technologies, and product lines under one clear identity. We introduced a divisional framework with supplemental branding and a templated naming system giving QED the tools to communicate with consistency and clarity across all areas of their business.
With strategy locked in, we shifted into rollout. Our team applied the new visual language to business cards, presentations, and sales sheets. We created marketing collateral and a full-page teaser ad for the brand debut at Optifab 2025. The result was a complete brand ecosystem; visually modern, strategically aligned, and ready to scale.
Bringing the Brand to Life at Optifab
Optifab 2025 marked the official unveiling of QED’s refreshed identity. In close collaboration with Apogee Exhibits, we led the art direction and layout strategy to design a booth that embodied QED’s evolution. From overarching structure to detailed graphics, our team brought the new brand to life in a space that felt modern, open, and bold.
We also designed a second booth for QED’s optics division, ensuring a cohesive and differentiated brand presence across all show floor touchpoints. The impact was immediate: increased foot traffic, deeper conversations, and a strong response from peers and partners. It wasn’t just a booth. It was a statement.
Turning the Logo Into a Landmark
Our Industrial Design team took on a unique challenge: turn QED's diamond logo into a large-scale, three-dimensional sculpture. Built from layered components and finished in the brand's color palette, the structure features internal lighting and bold geometry to create a showstopping centerpiece. Designed and fabricated in-house, the sculpture became a visual highlight at Optifab and will continue to represent QED's brand at their headquarters.
Check out the process from early concepts to final installation.
Capturing the Launch, Live and On Site
BZDesign team members Ben Zombek and Kelsea Ennis were on-site for the full Optifab experience. Kelsea served as our lead photographer, documenting the brand launch from every angle, from booth details and product showcases to candid team moments and audience interaction. She attended their weeklong social calendar surrounding Optifab to capture QED’s team connecting with their partners. Her work will fuel future marketing, social content, and internal storytelling. Meanwhile, Ben jumped in to support booth installation and help bring the sculpture and brand environment to life alongside the QED team.
Looking Ahead: What’s Next
With Optifab wrapped and the brand successfully launched, our partnership with QED is only just beginning. We’re currently working on rolling out additional brand collateral, expanding their digital presence, and continuing to strengthen the tools their sales and marketing teams need to thrive.
We’re proud to support a company that continues to lead in precision optics and excited to see what’s next as we keep building this brand together
See the new brand in action:
Optifab Recap on LinkedIn
Work With BZDesign
From brand strategy to booth graphics to physical installations, we help companies express their identity with clarity and confidence. Let’s talk about how we can bring your next chapter to life.