Creating a new brand
Branding & B2B video platform
Role: Senior Art Director
Task: Brand design, UX/UI, (with Mauricio Franicevich Garcia), Photo & video content production
Client: Carl Zeiss GOM Metrology GmbH
Team: Gunnar Menzel, GPUNK
Website: #HandsOnMetrology
Since 2020 I am part of highly experienced and specialized freelance network GPUNK. During that year GOM asked us to help conquering the mid-segment of highly competitive 3D metrology market and adequately positioning their new products for long-term success. Together with the team from GOM and Zeiss, we developed #HandsOnMetrology, the new brand for 3D metrology experience. Home of the new brand: an authentic marketing and video platform, that we set up within only 7 weeks. A constantly growing multilingual content pool was created and filled with answers to every conceivable question about 3D scanning and their solutions.
Brand placement:
The basics
The Imagery:
Strong and authentic
Keep it content
Tailormade global video production
Video framework
Authentic image asset production
Platform design
Using the G-P-U-N-K sprint system, the content Multi language platform itself was realized in a record breaking time of only 7 weeks and has since become a true content and marketing hub for GOM and Zeiss.
Organic marketing
For an optimal support in the social channels we developed a social media campaign which was fueled by one of our social media teams. The reach of the platform was brought to a competitive level in a very short time, almost exclusively organically, and has since been functioning at a high level and turnover as a lively #HandsOnMetrology exchange channel with the 3D scanning community.
Team
ZEISS Product Owner:
Marjatta Kießl, Wim Cuypers
Project Lead:
Gunnar Menzel, Markus Dudek
Projektmanagement:
Maximilian Burkert
Concept / UX:
Ruven Riepert, Oliver Kunzmann
Concept / Text:
Silke Schlüter, Annette Serradesanferm, Kate Lingen
Design / UI:
Mauricio Franicevich Garcia, Berit Schneider, Sven Stüber, Hanna Biarozka, Marcella Grupp
Videoproduction / Motiondesign:
Fokus Pokus Media, WESUM, Greg J Latham
Social Media:
Isuun
Photographer:
Sebastian Dorbrietz