2023 marked Fluke’s 75th Anniversary. For this momentous occasion, Fluke’s Brand Team (of which I was a member of) initiated a year-long campaign to celebrate the company’s history of innovation, its dedicated employees, and its loyal customers who made 75 years of the leading test and measurement tools possible.
Working with my creative director and content writing colleagues, I helped to brainstorm campaign messaging and visual themes. Once these were narrowed down, I was responsible for designing a campaign identity marker with variations that could be used by different regions or on different occasions.
Additionally, I helped to refine the visual theme and expanded it to various marketing assets, creating “templates” for the regions to utilize. To distribute these templates, along with the campaign guidelines, I transformed the first iteration of the campaign playbook (PDF version) into a more efficient digital format that could be more easily sent out and updated throughout the year.
Lastly, I designed the structure, UX/UI, and visual appearance of the 75th anniversary microsite which included the homepage, interactive timeline, and personal stories pages.
Fluke 75th Anniversary lockup
- Consistent visual approach and messaging for both internal and external campaign materials
- Designed digital playbooks for internal and external stakeholders regarding campaign guidelines
- Designed microsite to act as hub of digital content
- Campaign materials scalable globally
By mid Q1, the Brand Team developed and distributed campaign guidelines to internal stakeholders and external partners to officially launch the year-long campaign. The creation of digital playbooks were essential to maintaining consistency and creating transparency around materials that were available for use across the regions. The digital format also allowed for easy maintenance throughout the year.
Shortly after, the microsite was launched to act as the digital hub for general information, social media related posts, internal stories, and potential promotion related content.
All campaign materials followed a consistent visual style and use of the flexible messaging format to create a humanistic, inspiring, and future-forward celebration of what Fluke has been able to achieve and where it is going.
View interactive digital playbook: https://xd.adobe.com/view/d524b49e-fb99-49dc-9868-c36a39341591-8077/?fullscreen
View interactive distributor partners playbook: https://xd.adobe.com/view/7cdcb87d-af5d-40b2-bb39-1488035e69af-298f/?fullscreen
View microsite interactive prototype: https://xd.adobe.com/view/ff1dcf9c-cd42-442f-88db-10dad4281da6-aa4e/?fullscreen