To promote Alpha Industries and create lasting brand awareness, I designed a die-cut promotional card emulating the ruggedness of a chainsaw bar and chain. This unique handout targets store counters and trade show audiences, offering a tactile and visually distinctive experience. Inspired by user interviews, the design prioritizes chain sharpness and performance while ensuring the card stands out in toolboxes or truck seats. Adding a playful twist, the card doubles as a toy saw for younger visitors, fostering brand recognition across generations. Feedback-driven enhancements, like a 3D embellishment simulating a bearing axle rivet, elevated realism and impact. Deliverables included production-ready files, a custom die-line, and dealer advertising materials to support the distribution campaign. The result? A promotional strategy that truly makes the cut.
Long Form Case study
aLPHA INDUSTRIES
Client and Project Background:
Brand identity Development and specialty product
Design Brief:
(THE PROBLEM). Create a store counter and trade show dealer handout card. Create brand awareness and recall utilizing die cut and embellishment favorable to target audience.
Research and Inspiration:
Interview Dealer network and users of product understanding benefits, recognition and USP in marketplace. Research merchandising techniques and what would make the cut. Understand the relationship of product in the order of machine operations and integral harmony to complete a tool.
Concept Development:
Branding of the company was previously executed and discovery documents were reviewed as well as utilizing content available from company resources. The product is a specialty item that is competing with primary manufacturers of chainsaws which are designed to cut trees. Seeing as cutting is the primary objective and the interviews consistently discussed chain sharpness and performance it was decided to utilize the focal point of both the product and top priorities of the user. The bar and chain would make the card and the die cut was designed to emulate the rugged reality of the chain. Holding the card in your hand will feel different than any other, the outline will stand out on the bench, in the tool box and on the truck seat. Many children attend the service counter and trade shows so some cardboard fun is created by making an imitation play saw with card to allow entertainment while business is done while getting the brand introduced to the next generation. Its recognizable, keep worthy and fun.
Challenges:
Custom design of die-line is required so UX study of the design was required for success projections. Printing and manual cuts were made to create prototypes and a focus group was consulted to utilize feedback to enhance the design towards the final product.
Final Deliverables/Solution(s):
Final files produced for printing run and manufacturing of proprietary die-line. Dealer advertising bi fold card provided for display backing of dealer campaign distribution box.
Conclusion:
Overall strategy makes the final cut
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