Overview
In 2022, Fluke Calibration launched one of their largest new product introductions in the business’ history with the 5560A, 5550A, and 5540A Multi-Product Calibrators. Various delays pushed out the planning and launching of assets over the course of three years, but during that time I was the sole designer responsible for this campaign. Working with Product Marketing Managers, SME’s, Content Writers, Web Devs, and our photographer, we were able to create one of the most unique Fluke Calibration campaigns by leveraging the new brand guidelines I had established for the brand’s refresh.
Not only was this campaign significant because of the new technology and capabilities of the calibrators, but also because this campaign was used as the face and official launch of Fluke Calibration’s future-focused brand refresh. It was eventually recognized by GD USA as an award winner for their American Inhouse Design Awards competition.
5560A/5550A/5540A Multi-Product Calibrators New Product Introduction Campaign poster
5540A Multi-Product Calibrator, environmental beauty shot
Research
NPI Objectives
- Show Multi-Product calibrators as new, innovative, and best-in-class
- Utilize Fluke Calibration brand refresh guidelines to promote new look and message
- Design a consistent aesthetic across campaign assets, while creating enough visual distinction between the three models
Customer needs
- Calibrate a wide range of electrical workload, including 6.5-digit multimeters
- Simplify product interface
- Increase maximum current output
- Ability to differentiate value props between models
Strategy
- Consistently apply new brand guidelines to all assets
- Highlight the new photography style to draw attention
- Variations of blue to distinguish models
Since this campaign was intended to be the launch and face of the new Fluke Calibration brand refresh, with the guidelines already established the only thing left was to apply them to all campaign assets in a consistent manner. However, to. create a subtle distinction between the models, since the form factor of the products look very similar, in the marketing assets I used variations of blue to create the difference.
5550A Multi-Product Calibrator, environmental beauty shot
Social Media, Email, and Website Banners
5560A Multi-Product Calibrator, environmental beauty shot
Solution
- Cohesive visual style across digital and print assets
- New photography style and airier spacing added contemporary feel
- Variations of blue helped to differentiate models
Applying the new brand refresh guidelines to both print and digital assets resulted in a consistent contemporary feel that brought both this campaign and the Fluke Calibration brand to life. Inviting photography helped to make these calibrators stand out amongst the rest in the Fluke Calibration portfolio and conveyed that these were top of the line products in their class.
Datasheet
Application Note
Ads
Post Card
Pullscreens
Result
- Recognized by GD USA American Inhouse Design Awards
- Officially launched new brand refresh
- Largely successful
This campaign was largely successful due both the innovation of the products, but also in the way that they were presented through the visual design of the campaign assets. This campaign was recognized by Graphic Design USA and awarded an American Inhouse Design award for it’s execution.
Graphic Design USA American Inhouse Design Award 2023, Fluke Calibration 5560A/5550A/5540A Multi-Product Calibrators New Product Introduction Campaign
Brochure
Web Banners
