Fluke Calibration released the 8588A Reference Multimeter and 8558A 8.5 Digit Multimeter jointly, and needed a campaign to promote their new products. Initially, when the request came to Creative Services it was unclear that these two products were related, and that marketing wanted to feature both products in a single campaign. My teammate and I had already created two separate web banners with distinct looks, because the requests came in separately.
Once we understood marketing’s objective, I took the lead on this campaign and had to integrate the two approaches. Fortunately, marketing specifically requested that we somehow differentiate the products, because the product designs were nearly identically. Marketing wanted to show how the 8558A was meant for calibration on the manufacturing floor (lower end), while the 8588A was meant for calibration in the labs (higher end).
8558A Internal Web Banner
8588A Internal Web Banner