One of the largest companies nobody knows
You may not have heard of X-Rite, but chances
are your shirt, your mobile phone, or your car’s paint job was produced with
X-Rite technology. As the global leader in color measurement technology, X-Rite
develops solutions that integrate software, hardware, and services to provide
accurate, consistent color management to industries including automotive, plastics,
paint and coatings, textiles, and many others.
The right message
As creative director and copywriter I started by developing the campaign
messaging, “The Power of X,” which combined key solution benefits, such
as accuracy, precision, and consistency, with the phrase “to the power
of X.” This creatively conveyed the important benefits of X-Rite technology
while tying it to the company name.
Creative to the power of X
The campaign consisted of direct mail, landing page, follow-up email
communications, and fulfillment collateral.
The direct mail piece needed to
be high-impact, and convey the idea that X-Rite is the leader in color management
technology. This was accomplished with a unique execution that not only featured
vivid color, but also folded out in the shape of an X—furthering the goal
of name awareness.
Results
The test campaign was very favorable, management was happy with
the results, and those who hadn't heard of X-Rite got a
colorful education in industrial color management.
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