Case Study

Gulmay – X-Ray generators and Bespoke X-Ray Systems

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.

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 work undertaken, 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

Gulmay Brand Guidelines Screenshot

why choose us?


Creativity: a phenomenon whereby something new and somehow valuable is formed.

Let us provide the spark of creativity that elevates your marketing from regular to amazing.


Experience: the knowledge or mastery of an event or subject gained through exposure to it.

In all areas of video production and marketing our experience guarantees you get the right solution every time.


Teamwork: the process of many people working together for a common cause

We know the power of teamwork. Our approach is focused on working with your team to achieve success