Overview
In 2021, Fluke released their new Power Quality Analyzers with the 1770 series. The redesign of the legacy 430 series was intended to be the future platform for their Power Quality Analyzers and would help Fluke regain a leadership position in Power Quality with best-in-class performance. The 1770 series consisted of the 1773, 1775, and 1777 with ascending order of price and performance.
As the lead designer of this new product introduction (NPI) campaign, I was responsible for coming up with a visual theme that would match the core campaign messaging, and then applying that theme to the various campaign assets. Assets ranged from print ads and datasheets to digital web banners, emails, and interactive experiences on landing pages. Being a global launch, assets were designed with global translations in mind.
Fluke 1773/1775/1777 Power Quality Analyzer
1770 series application photography
Research
NPI Objectives
- Allow Fluke to regain a leadership position in Power Quality Analyzers
- Introduce 1770 series in anticipation of end-of-life legacy series’
- Show how the 1770 series gives industrial maintenance managers and technicians a faster, easier way to perform power quality studies by leveraging automatic measurements, guided setup, a streamlined user interface and a simplified reporting platform.
Customer needs
- Easier method to perform Power Quality studies
- More modern form factor and functionality
- Understand which model is right for them
- Show that Fluke has the best-in-class Power Quality Analyzers (internal stakeholder need)
Strategy
- Highlight new form factor of models
- Highlight large touchscreen display and screen UI
- Convey the idea of simplicity
The simplified value proposition of these new models was that “the 1770 series gives industrial maintenance managers and technicians a faster, easier way to perform power quality studies by leveraging automatic measurements, guided setup, a streamlined user interface and a simplified reporting platform.”
From this value prop, keywords that stood out to me were “easy” and “simple” so I wanted the visual theme to convey these same words. Additionally, the “streamlined user interface” would be a great feature to show visually. Highlighting the new form factor of the models, with emphasis on the new touchscreen display and UI would help to draw attention to this campaign.
Process – Establishing visual theme using print ad
Initial concepts
Round 2 concepts
Round 3 concepts
1770 NPI campaign ad
Solution
- Pair simple imagery with simple messaging
- Let new form factor and large LED touchscreen with updated UI draw customer in
- Use photography that shows product being used (in hand) vs a beauty shot
After presenting various concepts to the team, it was decided that simplifying the core campaign messaging and pairing it with a simple visual theme would be the best approach for this campaign. The new form factor and large touchscreen display was innovative enough to let the product shine without any other visual distractions.
The imagery showing the product in-hand was specifically chosen to add the human element and to also show the product in use. Rather than using a beauty show with the product on its own on a white background, the in-hand photography would help the customer better envision the size, how they might use it, and imply that the touchscreen can be used with safety gloves on.
Half page ads
Datasheet
Web Banners
Landing pages and emails
