When a company merges or is acquired by another company, a lot of change is needed, some of which cannot, for whatever reason, happen overnight. For MAST Immunosystems, a Mt. View-based manufacturer of allergy testing systems, acquired by Hitachi more than five years ago, the changes are still in the works--the final steps being the transition of outbound marketing materials to reflect the Hitachi brand.
The launch of their new product Optigen was the ideal event to begin the transition--incorporating the Hitachi look and feel, the company tagline (Inspire the Next), color palette, and marketing campaign theme (Technology in Action). The fun aspect of the project was that the theme often seemed counter-intuitive to the image it was partnered with. Since Optigen is targeted towards pediatricians, we chose to pair the theme with an image of children, frolicking in a field of tall grass. This became the front cover of the product brochure, a trade show mural, and one in a series of ads. Inside the brochure were the more scientific images that really showed off the technology and how it could help children enjoy the free spirited fun depicted on the cover. We then used an illustration of the cover image on the front of coloring books, which sales representatives can provide as service items to pediatricians. Inside the coloring books are several images to help a child understand allergies.
To view a pdf of the brochure, click here:
Optigen Brochure pdf
