BioSpherix
Brand Systems, Tradeshows, Personalized Marketing
Bag Inserts: One-page flyers tailored to individual trade show audiences
The majority of our advertising was at trade shows. Working with the CEO and Sales team, we determined what products the audience would be most interested in based on what type of research they were doing. Then we went to work finding the best message to convey how we could make their research better. Single-page handouts, bag inserts, invitations, and other at-a-glance materials used to generate leads were a regular project. Photography, photo enhancement and photomanipulation played a critical role in production of these documents.
Working with the CEO and Sales team, we determined what products the audience would be most interested in based on what type of research they were doing. Then we went to work finding the best message to convey how we could make their research better.
Building Brand Identity with Product Catalogs
Before I joined BioSpherix, the company had been without a catalog of products to hand out at trade shows. Materials were disparate, with no branding or consistency, and it didn't feel like a "real" company. Working with the Sales team, engineers, the CEO, and the marketing manager, I rounded up the best information we had on each product. This project took place alongside the development of product literature, and I build the company's design system and visual identity.
With a deep teal blue to compliment the cell-culture orange, classic Helvetica for no-nonsense legibility and clean copy, and glossed-up white image photography to push feelings of clean and bleeding-edge biomedical technology featuring models with content facial expressions, we built brand confidence with more than just our past client list.
Automation of Parts Catalog Creation:
I created a parts catalog template that utilized our database, InDesign Data Merge, and a script to generate multiple hundred page documents in minutes. Each section automatically fit to the content height, and I designed a simple fix for occasional overset entries with a draggable bar that would force them onto the next page, executable AFTER the datamerge generated the base document. The template did the vast majority of the work. I developed the SOP to pull down data and run a new version so anyone could update pricing annually, as well. Because this internal document contains costs and sales team notes, I unfortunately cannot show a sample.
Photomanipulation and Mockups
I often photoshopped third party products into our equipment to provide a visual for how the system would work. Our largest modular system, the Xvivo, could contain entire processes and I helped the sales team by mocking up system modules containing the customer's exact equipment. Because the products were so custom to each process, I would provide unique mockups to the sales team on request with rapid turnaround.
My images got across in an instant, clearly, what would take valuable time and often the risk of confusion to explain with words, and it increased their lead conversion.
Animal Product Literature
Cell Research Product Literature
Creation of Product Literature: Building the BioSpherix Brand
Before I took this project on, there was no cohesive visual system in place. No single document collected all the technical specifications and overview of potential applications of each product, either. Utilizing photography, illustration, and cross-team collaboration with scientist, sales, and engineers, I created a full comprehensive set of literature. These documents answered all frequently asked questions and gave the sales team a staple hand out at shows to generate strong leads.
Thank you.
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