Product Launch
Branding
Design
Advertising
Print
Packaging
Large Format
Digital

EDGE8^™ Solution

Product Launch

Creative Breif

As the industry’s first modular, tip-to-tip optical cabling system to feature a Base-8 cabling design, Corning’s Edge8™ Solution was looking to disrupt the telecommunications market. With only a name, Creative Services was tasked with creating a logo and go-to-market strategy for a global product launch.

Tools

Illustrator
InDesign
Photoshop

My Role

Lead Designer

Deleverables

23 Print & 10 Digital Assets

Challenges

Product launch had been moved up 6 months.
There was no real product to use for marketing, only engineering specs.
A global launch meant translations would need to be completed on all documentation.

Process

01

Creative Exploration
02

Brand Presentation
03

Technical Documentation
04

Promotional Assets
05

Translations
06

Leadership Review
07

Product Launch

Results

Exceeded the product’s end of year revenue goal by 37.5%.
Worked directly with the Enterprise Manager to iterate on ideas quickly and efficiently.
Partnered with the internal Multimedia team to create technical and editorial product renderings.
Translations were completed in 7 languages for all documentation.

All efforts lead to Corning surpassing EDGE8’s end of year revenue goal by 37.5%.

A core team was put together to work directly with the Enterprise Manager in order to brainstorm ideas around a logo and campaign. We were quickly able to find a solution for the logo that worked with the corporate brand guidelines and also gave the Creative team enough flexibility to create a campaign around.

In order to create a buzz, a teaser campaign was launched that played off the logo. A base-8 maximized per-rack-unit density meant no wasted space and superior network scalability. So the core concept of the teaser became a base-8 design can lead to infinite possibilities. This was simply illustrated by turning the 8 on it’s side to make an infinity sign for the purpose of the teaser.

While the Creative team was working on the teaser campaign, we partnered with the Multimedia team to create photo realistic renderings for the product that could be used in all advertising and documentation. The Multimedia team was able to create these renderings all from the engineering specs. Their work was so phenomenal that most people thought the rendering where actual product photos.

For the launch, a series of digital and print ads were created that again played off the logo and featured the value props of the product. Technical documentation was created to highlight specifications and give a comparison to Corning’s pervious line. All documents were completed and translated into 7 languages for a streamlined global launch.

To further the impact, Edge8 was placed center stage at various global trade show events Corning attended. And to solve for getting the product in front of potential customers that did not attend one of the shows, a solution-in-a-box was designed to give reps all the tools and information they needed to show the power of Edge8 directly to the customer.

All in all, the lightning strike launch of Corning’s Edge8 Solution successfully disrupted the market on a global scale - all without having a physical product in hand.