Yaskawa, the world’s largest manufacturer of drives and motion control products for the industrial automation market, initially asked Paul Frankel, Origin’s president, to take their executive team through an identity and positioning exercise. As a result of that process, it became clear that “Quality” was Yaskawa’s obvious market strength. The company subsequently added Paul’s “The Drive for Quality” tagline to its logo and commissioned Origin to develop a high-end brochure to tell Yaskawa’s story of incomparable, Deming Award-winning Quality.