ZetaFrame^™ Cabinet System

Creative Breif

Chatsworth Products (CPI) was launching a new cabinet solution - a core product for the business. Because database installers make their selections early in the process, CPI needed to make a big splash in the marketplace. In addition to the logo and ad promos, a product launch event was needed. The event would include a keynote presentation from the Product Manager, a live Q&A, and the release of all technical documentation.

Tools

• 

  Illustrator

• 

  InDesign

• 

  Photoshop

• 

  Swoogo

Challenges

• Logo needed to fit into current branding & product lineup.
• Many technical documents would either need to be created or edited to incorporate this new product into the complete ecosystem.
• Use of a new online event software where I was the only person with the skillset needed to build the event.

Results

• Branding was completed in close step with the Product Manager, where both the name and design aligned with the current product lineup.
• Worked with the technical copywriter to update existing ecosystem documentation and create new documentation where needed. All documents were then translated into 3 languages.
• Utilized my knowledge of web development to build out a fully responsive, user friendly event teaser and product launch pages.

ZetaFrame™ Cabinet was selected as the Silver-level winner in Cabling Installation & Maintenance's 2021 Innovators Awards.

The Marketing team worked with the Sr. Product Manager of Cabinet Solutions to translate the product’s core features into messaging that would set the stage for the entire campaign. The product is a single cabinet platform to simplify selection and ordering while providing innovative features and capabilities that will set a new benchmark in the industry. That message became “The Power of One. One Cabinet Platform, One Intelligent Power Solution, Once ICT Ecosystem”.

CPI had strict guidelines for its corporate brand. Not only did the product name need to fit into the naming convention of the current cabinet product lineup, the logo design was limited to a single font to ensure the new cabinet’s branding would fit in for customers who had other models installed. After officially naming the product ZetaFrame, I presented some text treatments to the Product Manager. With some revisions, we finalized the logo and sent branding specicificaions off for tooling.

From there, I was able to focus my attention on building out the collateral for the launch. I started with the main event software since it was an unknown as to how long it would take to build. We decided to keep the format super simple in an effort not to overcomplicate things with the new software. My skills in the web development space became critical to ensure the event was built correctly and would have an easy and intuitive user experience. After some testing and feedback from leadership, we finalized the launch date and began work on the promotional assets.

In order to kickoff the campaign, I quickly designed teaser graphics using our core messaging to promo on our company website, email signatures, and email campaigns. Once those were live and registration was offically open, I was able to move onto creating and updating documentation our technical copywriter had put together while I was completing the event build. After finalizing the designs in English, I set these up so our translations agency was able to input translations directly into the design files. This time saving measure allowed me to have advertising graphics ready for various outlets for the launch.

Come launch day, we had users on the event page waiting for the grand reveal. Directly following the presentation, we had a lively Q&A session between the audience and our Product Manager. All documenation was made available on the event site as well as our company website and we switched all promo content over from the teaser campaign to the launch materials. The successful launch of CPI’s ZetaFrame™ Cabinet was a massive team effort between Product and Marketing - collaborating, iterating, and taking ownership of tasks to support the global product launch. We drove a tremendous buzz that got customers engaged and excited. Ultimately, this drove revenue for the company and landed the product an award from Cabling Installation & Maintenance.