by Case Study Intro
In late 2017, Zetec introduced two pivotal products: the MIZ-21C and the TOPAZ 64. The MIZ-21C utilizes advanced eddy current technology, while the TOPAZ 64 is built on cutting-edge ultrasound technology.
The launch of these products was a challenging and collaborative effort that required seamless coordination between the engineering and sales team. To ensure high-quality marketing assets, I took the initiative to master the 3D rendering software used by the engineering team. Additionally, I partnered with the sales team to produce teaser videos and other marketing content designed to engage and attract potential customers.
Below, I outline the process I followed to successfully create all the marketing materials for the launch of these two innovative products.
MIZ-21C
This product was a first of its kind being released by Zetec. The ability for inspectors to use an eddy current tool with one hand is revolutionary. This new technology is expected to influence how the industry of aerospace will conduct inspections.
Product Renderings
As mentioned in the intro during the MIZ-21C product launch I utilized 3D rendering software and worked closely with the engineering department to produce marketing content. The product models were edited using Adobe Photoshop after being exported from 3D rendering software.
Product Brochure
Once the renderings were complete for the MIZ-21C it was time to draft the product brochure alongside all other marketing material. The brochure was distributed at all tradeshows, customer presentations, and other sales team assignments. The brochure was printed in various countries which meant that the brochures text was translated and I needed to translate text from English to multiple other languages.
TOPAZ 64
The TOPAZ 64 is a product developed for the ultrasonic field of science and technology. It is the most advanced instrument from the TOPAZ series that range from TOPAZ 16, TOPAZ 32, and now TOPAZ 64. At the time of the launch it was one of Zetec’s best selling products.
Product Renderings
The TOPAZ 64 renderings was a team effort between the marketing department and engineering team in Quebec, Canada. I was responsible for gathering all necessary files to export marketable renderings for ads and video. Once renderings were exported further editing was done utilizing Adobe Photoshop.
Product Photography
Product Brochure
Once the renderings were complete for the TOPAZ 64 it was time to draft the product brochure alongside all other marketing material. The brochure was distributed at all tradeshows, customer presentations, and other sales team assignments. The brochure was printed in various countries which meant that the brochures text was translated and I needed to swap text from English to multiple other languages.
Icon Development
During the ad campaign and development of the MIZ-21C there was a struggle to vote on the aesthetic of the user interface. The dispute was mainly over the icons that were constantly featured on the software. That is when I was approached by the engineering department to help develop and format the icons for the MIZ-21C software.
Product Ads
During the official launch of the new products, Zetec advertised in NDT magazines, journals and in social media. The products were also being advertised at trade shows where the products were featured and Zetec had webinar demonstrations of the products.
Trade Show Graphics
Zetec products are used globally for inspections which means that the marketing content is always adapting for the international stage. Trade shows are hosted around the world and graphics must be translated to the appropriate language of the trade show host country. Not only are the text translated but layouts need to be rearranged to accommodate printing specifications for different countries.
Julio Velela Design 