Creating a new brand
BRANDING & Video PLATTFORM DESIGN / ROLE: SENIOR ART DIRECTor (Online & offline) 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. Check out: #HandsOnMetrology
Task: CI development, UX/UI, implementation support (together with Mauricio Franicevich Garcia), content production (photo, video, social media)
Client:
ZEISS MetrologyTeam:
Gunnar menzel / GPUNK
Brand placement / The basics
We defined the new brand #HandsOnMetrology through a CD/CI born out of digital that could convey the innovative power of GOM and optimally convey the heritage and power of the Zeiss brand core. These guidelines served as a bible / catechism for the production houses, which were distributed around the globe and added individual contents to the platform under the creative direction of G-P-U-N-K
The Imagery: Strong and authentic
The visual aesthetic of our image material is strong, authentic and clear in declaration. Authentic makers in strong positions and body languages, interesting angles of the working process and spaces, reflecting the deep connection to their work. Key situations in real-life production are giving insights on various applications, representing our solution as a natural part of an easy workflow.
Keep it content
Tailormade global video production
For the first launch we created over 120 videos: platform promotional films, maker portraits, how to tutorials, getting started product demos, one minute insights and even live striped or recorded keynotes … all around the topic 3D scanning. Let´s get started!
Video framework
… for a scalable global rollout. To support the international productions for a scalable global rollout for a scalable global content rollout, we developed a brand framework for each platform format. An instruction manual for media productions and external production houses to publish brand stable in the shortest amount time.
Authentic image asset production
Part of the art direction are the shooting preperatiosn and set surveillances for different product solutions. All models came from the ZEISS GOM universe. And they all did a great job.
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