Metric Systems Corporation, a designer and manufacturer of emerging wireless technology products, wanted to grow its customer base beyond the prototyping work it had done for Microsoft and AT&T. With several successful contracts under its belt, the company knew it had a great product set–but now it needed to commercialize a new wave of products for consumers that would keep it true to its innovative engineering roots.
MSC brought me on to develop their corporate identity via executive-level presentations and web content–and within the month, I was building their corporate identity and a marketing strategy to expand their brand recognition.
Throughout the project, translating highly technical engineering and wireless networking content into easily accessible information for consumers and partners–from CEOs to engineers to purchasing managers–was the key communications challenge.
Creating a collaborative approach with partners and consumers using extensive product image galleries, technical marketing sheets, and product design guides helped proved to be the key to taking these highly customizable product offerings to the wider consumer marketplace.
Connecting with our audience, we gained valuable feedback and performance metrics that drove how we positioned these products–particularly since this would be their first consumer market debut.
Building MSC’s partner network was crucial to its bottom line, since these wholesalers had their own sales networks to leverage. The collaboration properties I developed–including extensive online product photo galleries, interactive marketing and sales tools, and project management tools like a Google Site for one key partner–let these teams do what they do best: engineer cutting edge products to sell around the world.
Developing company press kits, planning and running digital marketing campaigns, and executing strategic brand initiatives was all in a day’s work. Coupled with extensive production and design work, this role entailed both strategic management and time-critical execution elements.
All said, it couldn’t have been done without a cross-functional team of engineers, product line managers, and customers.
Notes From the Field
Key to commercializing this company’s products were the creation of product data sheets and spec sheets. I was responsible for top-to-bottom design, including image production, content development (consolidating and proofing information from engineers and executives), layout, and desktop publishing.
These documents were aimed at both a domestic and global audience, distributed as sales and technical product sheets online, in presentations, informally, and even at international trade shows. Together with the development of all company brand assets, it is just as important to create the design directives and brand guides that help company partners, OEMs, internal staff, and media to effectively convey the brand identity.
Driving the iterative process that would result in over 25 permutations from an original product set of 3 versions, I developed the supporting collateral and interactive ordering form for a newly commercialized product. Working closely with mechanical/electrical engineers, RF/networking engineers, production leads, and purchasing agents, I developed a document that would allow both technical and non-technical individuals to request a quote for this product. (See it here.)