PANASONIC “R2” BRAND & CAMPAIGN

Panasonic asked us to revitalize their Rotary Compressor brand to raise product awareness and to communicate the benefits of their new Rotary technology – mainly that it works. There was a negative industry stigma about these products, and Panasonic wanted their new technology explained to the masses in a clear and concise manner. We created a multi-platform solution which included a new identity, print and web advertising, promotional materials and a website with a customized interactive product demo.

IDENTITY

PRINT ADVERTISING

We developed a campaign called “Life Tested.” These compressors are reliable in the most extreme environments in the world – from the hot Sahara Desert to the humid Louisiana swamps. These are some of the print ads we created for trade publications.

TRADE MAGAZINE INSERT

To really drive home the point to industry insiders, we created this 6-panel magazine insert with Life Tested extreme locations on one side, and a cool cutaway diagram of the actual R2 compressor on the inside that illustrates exactly how it works. We conducted a photo shoot with an actual compressor that we sliced open, and then painted the inner parts for contrast.

PROMOTIONAL MAILER

We sent out R2-branded cacti, a metaphor for the product’s ability to thrive under extreme conditions, and packaged them in this Life Tested promotional mailer along with an information card.

WEBSITE

We developed a new website for R2, also branded Life Tested as part of our cohesive campaign. Rugged ‘page-shaking’ transitions were utilized to communicate the product’s power and durability. Click below to see the site in action:

VIRTUAL PRODUCT DEMO

We also created this custom interactive virtual product demo for the R2 compressor. The product was modeled in 3D, and animated to show how its parts move. Users can learn more about the inner-workings of the R2 by rolling over the glowing blue orbs. Click below to watch the demo:

DIGITAL ADVERTISING

Dynamic digital advertising like this peel-down banner was created to drive traffic to the new R2 website and virtual demo. Click below to see the animated ad:

TRADESHOW MATERIALS

The last step in this multi-platform campaign was to create banners, product placards and an animated video to be used at tradeshows. Click below to watch the video:

MY ROLE

I designed the R2 logo, co-created the overall look of the campaign, managed the design teams as they created all materials, oversaw the Virtual Product Demo’s development with a third-party and created its UX and UI, oversaw the customization of the actual R2 compressor (cutting & painting), and interfaced with the client on all of their needs.