ShockWatch Unveils First New Branding Initiative in 30 Years

Dallas, TX (May 30, 2006) — ShockWatch today unveiled a new brand identity that represents a significant milestone in the company's history and further signifies the company's evolution to a market-driven solutions company. The new brand identity unifies the company's two product lines: Equipment Monitors, and Shipping and Handling Monitors, and better communicates the important characteristics of their products and their value to the end-users.

The new branding platform includes an updated logo, new tag line, new collateral, new product names and enhanced graphics, as well as a new and expanded Web site. “The new branding effort supports our efforts to grow the value of the ShockWatch brand as we evolve the company,” says Gerry Smith, President of MRI, Inc. parent company of ShockWatch. “This will allow us to be better recognized for our engineering expertise, and strengthen our overall position as a global leader in the industry”.

Damage Prevention. We're On It. “The new tag line is a simple expression of who ShockWatch is and what we do”, says Jeff Kilpatrick, VP Marketing for MRI, ShockWatch's parent company. “It highlights ShockWatch's proud past, and the guiding principle behind the development of all their products: to solve damage prevention challenges. With ShockWatch products you get 30 years of experience and innovation - all focused on preserving and protecting your assets.”

The new brand identity involves an update to the ShockWatch logo which was created in 1976. At that time, ShockWatch had a single product designed specifically to detect possible damage to computer disk packs. The product was engineered on the principle of surface tension. When an object monitored by the ShockWatch product is impacted with a sufficient “G force”, the surface tension is broken, allowing the release of red liquid in a tube. This highly visible red color has always been integral to the company's logo, and remains so with the updated look.

In the 30 years since its inception, ShockWatch has dramatically expanded its product line to offer a wide variety of temperature sensors, tilt indicators, and devices that record the intensity and duration of impact and vibration, to meet the needs of companies in the many global markets they now serve. Additionally, they now manufacture a complete line of electronic devices that monitor equipment impact and usage, and control access. All product collateral for these products has been updated, and the company's Web site has also been updated and expanded to include additional information and specifications on the products.

The new branding initiative also involves renaming the company's Equipment Monitor product line to ImpactManager and UsageManager, with new graphics on all product identification. In the Shipping and Handling product line, new graphics have been incorporated into many of the Impact Indicators, and companion labels. The new graphics offer the products an updated look while enhancing their visibility and readability.

ShockWatch provides comprehensive damage prevention solutions for a wide variety of markets including material handling, packaging, manufacturing, military, aviation, mining, oil & gas, transportation, electronics and biomedical. Since 1976, they have engineered an array of monitoring devices for goods in transit and equipment in use. With a network of partners in over fifty countries, ShockWatch able to offer the latest technology and reliable global customer care to all the markets they serve.

ShockWatch specializes in Damage Prevention, offering shipping and handling, as well as equipment monitors, for use in a variety of industries and applications. ShockWatch products are used to monitor the handling of goods from production to delivery and the operation, access, and usage of equipment with the goal of reducing costs by preventing damage. ShockWatch, along with Media Recovery and The Damage Prevention Company, is part of the MRI family of companies. MRI helps customers achieve new levels of efficiency, quality, and safety and provides services to two-thirds of the Fortune 100 and over half of the Fortune 1000 companies.

For more information, contact ShockWatch at 1111 W. Mockingbird Lane, Suite 1050, Dallas TX, 75247; phone (214) 630.9625; email: info@shockwatch.com, or visit them on the Web at www.shockwatch.com.