Gulmay is a world leader in the design and manufacture of high voltage, high frequency x-ray generators, controllers and x-ray sub-power systems.

Located in the UK, US and China, Gulmay’s reputation for reliability, innovation and quality is based on more than 30 years of delivering the widest range of products and systems to meet the needs of OEM’s within the Security, Life Sciences, Material Sorting, Steel Gauging and Microfocus market sectors.

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what they wanted

A marketing strategy to capitalise on the growth of the business over the last three years.

An evolution of the company brand, including corporate guidelines to ensure a consistent global approach to the Gulmay brand.

New photography for use in future marketing material.

A new website to support the new brand and provide a more effective introduction to Gulmay, to drive increased and more high quality sales leads.

A corporate video to communicate Gulmay’s breadth of capability and globalisation.

A new Exhibition stand that was reusable, with different graphics to reflect differing trade show audiences.

what we did

Developed a global marketing strategy, focussing on key target markets, identified marketing objectives and key messages, culminating in a 12 month communications plan using multiple online and offline marketing tools.

Developed an extensive brand guidelines document, addressing all foreseeable marketing materials, to ensure the new Gulmay brand and logo are used consistently to reinforce the image of the company.

Produced a website architecture document, setting the foundations for a new website by identifying clear goals and objectives, assessing target audiences for the website, evaluating the competition and undertaking scenario planning to predict visitor paths.

As a result of the marketing strategy work, Gulmay further contracted The Collective to undertake a 6-month marketing support contract, delivering a new website, new literature, the launch of their new brand, a new corporate video and photography and the project management of their attendance at a key Conference and exhibition in Sweden, including the design and build of a new multi-use exhibition stand.

corporate video

Gulmay had a requirement for a corporate video they could use in multiple marketing channels, in addition to being used by the sales team.

We developed the video to showcase Gulmay’s experience and tradition in the X-ray market, and produced the generator animation to demonstrate the complexity of the product.

branded clothing

Gulmay Case Study, Marketing strategy

exhibition stand

Gulmay Case Study, Marketing strategy

The new Gulmay exhibition stand is a modular system that can be reused, with different graphics if required.

We designed the stand, working alongside Gulmay to ensure their key messages were clearly portrayed.

We then project managed the stand build in Gothenberg at an international trade show, with our key staff on site to coordinate and facilitate the build.

Our involvement also included the sourcing of corporate gifts as giveaways fo the stand and the production of a new corporate brochure.

corporate brochure

Gulmay Case Study, Marketing Strategy

work with us

Looking to grow your business? Do you need a specialist b2b marketing agency that provides bespoke content marketing support. It’s time to start your partnership journey with us.

award winning B2B video production and creative agency

Bayside Business Centre
Sovereign Business Park
Willis Way, Poole
Dorset BH15 3TB


+44 (0)1202 985186

Bayside Business Centre
Sovereign Business Park
Willis Way, Poole
Dorset BH15 3TB


+44 (0)1202 985186

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