Product Launch
Case Study
Assistive Listening Product System
Launching a custom-manufactured 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 a complete set of marketing collateral created from scratch within a short timeframe. It required a wide range of design skills from digital and print to video, photography, and overall creative direction. Budget constraints prevented the expense of a full agency design team it would normally require.
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Solution
As a creative director and multimedia designer, I leveraged my diverse skillset in A/V product marketing and branding to create the branding and multimedia collaterals for the product launch, from concept to execution. They saved over $200k in design costs and an additional 20% on printing costs from my vendor sourcing and negotiations.
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Results
At the Infocomm tradeshow product launch, our entire ALS product system sold out on the showroom floor. The comprehensive branded collateral 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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Product Packaging
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Vector illustration
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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
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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 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 sleeker and more sophisticated, appealing to our audience and reducing manufacturing costs.
Product Photography
Utilizing my professionally equipped photo studio, I captured detailed images of each product with a high-end DSLR camera, 105mm macro lens, and a professional strobe lighting system.
Post-processing included stack-focus compositing, cleanup, color correction, and background removal.
The images were saved in high and low resolutions for print and digital use. The completed image library contained over 50 images for marketing and reseller toolkits.
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.
For manuals, I developed full-color vector illustrations which provided super-sharp details of the devices and connection interfaces for diagrams.
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 A/V 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.
Tradeshow Booth Design
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I designed the 10'x10' trade show booth in 3D software and collaborated with vendors for its construction and shipping. Working with our operations team, 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.
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A big benefit was also being able to meet in person with co-workers who worked from other office locations.
