When Murata approached Cosgrove Partners to develop an event campaign that would help elevate them above their competition and give their customers something to remember, we developed RBD. Murata was already using the tagline “Reliability by Design,” but it was stale, no one remembered it, and it was mostly forgotten.

We thought it was a great value driver, and persuaded Murata leadership to really embrace it. I set out to develop a unique, timeless badge-based identity that Murata could use anywhere. I wanted it to feel like a stamp of approval, a certification.


In addition to the mark, we developed a product development thesis to support and define the mark, to help customers understand what is behind the “Reliability.” We used this throughout collateral, presentations, and sales coaching.

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