VISUAL COMMUNICATIONS + MARKETING
Portfolio Samples For Capstone Precision Group
With my excitement about this possible career opportunity, I want to bring context and background to a few projects that are more relevant. Please scroll for each in-depth case study.
Additional samples can be seen here: THE WORK.
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Crystal Group - Ad Campaign
THE REQUEST
Crystal Group needed to impress with their line of rugged military grade servers. Often, sales would come down to only a handful of high ranking officials that make or brake your contract within the defense sector.
THE PROCESS
A campaign was devised to cover multiple avenues. First, it was important to be as prominent at military product trade shows as possible. This is where major business relationships would spring. Second, to saturate related departments with mailings and promotional materials to keep Crystal Group in the forefront of their minds. Third, submit ads into military targeted publications.
It was key that the advertising hits home. These server components were mission critical. The messaging, “Battle Tested, Battle Proven, Battle Hardened", was born. It embodied what the server product was all about. Working with the Department of Defense, imagery was compiled for marketing materials. I worked in conjunction with military staff to make sure all visual, content, and product specification protocols were met before materials could be openly advertised. In designing the trade show booth, panels were backlit to glow and stand out among the sea of booths. It gathered the attention of many perspective clients with the strong messaging and visuals.
THE RESULTS
The combination of ads, posters, mailings and trade show presence solidified current military contracts as well as establishing new ones. It created a stronger sales network and opportunities to expand into additional product lines.
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FixnZip - Ad Campaign
THE REQUEST
FixnZip is the company behind an ingenious product called a slider. It replaces broken and damaged zippers without tools. They wanted to update their packaging labels and enhance their instructions on how to use the product.
Much of the preliminary direction was in place. They knew the labels sizes and wanted the overall color to be black. Giving consumers clear visual instructions on how to use the slider was also required.
THE PROCESS
Having the actual product shipped to us was a great asset in understanding the mechanics behind FixnZip's slider. Even the old label was provided to determine what works and what should be updated. The clear bag packaging reveals the actual product, but it could be quickly overlooked when hung among other merchandise at a retail store. The image of the zipper teeth was introduced to help enhance the products used in conjunction with a large, all capped, vibrant yellow-orange message of "ZIPPER REPAIR WITHOUT TOOLS, THREAD, OR NEEDLES."
This product is made in America. It was a significant element that needed to be promoted. It's also environmentally friendly. The slider can be reused over and over on many products, and thus saving zipper goods that a consumer might deem ruined and throw away. A green leaf icon was created to enforce it's simple, but essential "BE GREEN REUSE ME" call out.
The back and inside of the label needed visual directions. For the back, an edited version with details of the slider's use, warranty, and size determination was provided. The inside comprised of detailed instructions. By having the product in our hands, I could get a feel of how to illustrate the slider's usage in the best possible way. I had multiple people try the product based on the original directions. I requested feedback on their experience. From that information, we formulated step-by-step instructions that better conveyed the needs of the consumer.
THE RESULTS
FixnZip's new labeling, messaging, and the intuitive, simplistic directions of the slider have propelled the company into increased sales and interest. The label design has been standardized, being carried out on other media applications such as trade show booths, stickers, brochures, etc. FixnZip is now sells large retailers such as Joann Fabric & Craft, Michael’s, Dunham’s Sports and contracts with the United States military.
MobileDemand - Brand/Logo Development
THE REQUEST
MobileDemand produces rugged tablets and accessories, meticulously designed for peak performance in demanding industries. The company was expanding and they wanted to update their identity to a new level.
THE PROCESS
Researching MobileDemand's solutions of barcode scanning and mobile point of sale devices gave better insight into the challenges and environments that they were facing. This included warehouse logistics, manufacturing, and exposure to the elements. Two recurring themes kept coming up - seamless transfer of data and physical durability of the product. After many iterations with logo designs a concept was narrowed down. Developing back and forth arrows signified movement and transfer of information. The orange color reflected common colors used in industrial and rugged oriented professions. For typography, it needed to be strong, bold, sturdy. Giving the logo the persona of tough enough to meet your mobile demand.
THE RESULTS
MobileDemand's new logo was quickly implemented by their marketing and sales force. Within only a few weeks sales reported an estimated 39% increase in purchases and a 87% hike in quality leads. The branding now gave them a professional step up among their competitors that contributed to establishing MobileDemand as a leader among the industry.