Branding & Product Launch
Case Study
Assistive Listening Product System
Branding and launch of a Pro AV product system from concept to delivery.
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Media Vision is a B2B provider of high-end audio conference systems, serving prestigious organizations such as United Nations, World Bank, Council of Europe, and the G20 Summit.
Challenge
Media Vision needed all branded marketing collateral for their 20-item custom assistive listening product system created from scratch. This required a wide range of design skills, from creative direction to digital, website, and print graphics to videos, product photography, tradeshow exhibit design, and print vendor resourcing. However, budget constraints prevented the expense of a full agency design team, which this would normally require.
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Solution
As a versatile creative director and multimedia designer, I leveraged my skillset in A/V product marketing and branding to create the branding and all collaterals for their product launch and marketing, from concept to execution. They saved over $200k in design costs and an additional 20% on printing costs.
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Results
At the Infocomm tradeshow product launch, our entire ALS product system sold out on the showroom floor. The comprehensive branding significantly contributed to Media Vision's successful acquisition by Televic, a world leader in communication technology.
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Brochure & banner
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Digital graphics & social media
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ADA signage kit
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Email announcement
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Sales presentation deck
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Manuals & data sheets
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YouTube channel setup
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Packaging design
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Vector illustrations
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Product interface design
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Trade show booth
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Website landing page
Deliverables​
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Art direction and branding
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Tagline messaging
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Product photography
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Video production
Branding and Tagline
After brainstorming several taglines with our internal teams and marketing director, my idea of a play on words was chosen. “HEAR it is.”
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It was short and concise, and indicated that the new system was “here”, and that it also allowed the users to “hear” in situations where noise, distance, and distractions made it difficult.
Device Interface Design
The initial prototypes from the manufacturer were too "chunky," resembling 80's and 90's gaming controllers, which would not resonate with our customer base.
By collaborating with the vendor and our internal engineers, I redesigned the interfaces to be sleek and sophisticated, appealing to our audience while also reducing overall manufacturing costs.
Product Photography
As a professional product photographer, I captured highly detailed images of the devices and accessories in a variety of angles to create an image library of over 200 images for marketing and reseller toolkits.
Shooting and post-processing included tethered camera control, stack-focus compositing, cleanup, color correction, background removal, and exporting optimal sizes for web and print applications.​​
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My photography studio includes a high-end Nikon DSLR camera, VR Micro-NIKKOR 105mm f/2.8G lens, and a ProFoto wireless strobe lighting system with power pack.
Print & Digital Collaterals
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Utilizing the product photography, I designed the print and digital collaterals working closely with the marketing director, product engineers, sales team, and CEO to ensure accurate and effective copywriting and content.
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This included the brochure, product manuals, social media graphics, data sheets, Powerpoint sales presentation, and publication ads.
Website & Email
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Within the existing website CMS, I created a new landing page for the product system, updated the site menu, and added information to specific pages where the Assistive Listening system was relevant.
Packaging & Illustration
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To significantly lower print costs for the packaging and shipping boxes, I created 2-color vector illustrations and chose an environmentally-friendly kraft material.
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I developed full-color vector illustrations for the print and digital manuals, which provided super-sharp details of the connection interfaces for diagrams and tech specs.
Tradeshow Booth Design
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I designed the trade show booths in 3D software and collaborated with vendors for construction and shipping. Partnering with the operations and sales teams, we coordinated the logistics for products, equipment, and overall event planning.
At the event, I engaged with current and prospective customers, answering questions about our products and services, and connected with colleagues.​
Video Production​
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As an integral part of the product launch campaign, I created an in-depth explainer video specifically for the Pro AV audience. We also created a humorous "unboxing" video as a promotion to leverage the trend at that time.
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Video production included:
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Script writing
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Storyboarding
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Filming
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Motion graphics
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Diagram illustration & animation
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Stock sourcing
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Voice talent sourcing
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Editing
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Post-production
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Publishing to social media, YouTube, and website
Full explainer video for Media Vision's Assistive Listening System product launch.
Short excerpts from a humorous "unboxing" video for the product launch.