The Project
Phase 1: Design ASTRO and ZETA logos
Phase 2: Design Custom End Cap
Phase 3: Launch Product
Phase 2: Design Custom End Cap
Phase 3: Launch Product
Phase 1: Logo Design
Frontline was looking to create their own unique banner stand. This idea stems from a larger goal of securing alternative manufacturing capabilities for retractable banner stands outside of China.
For context, Frontline is a leading source of portable displays in North America. They supply their distribution partners with a line of portable displays under the partner's name. What's different about the ASTRO brand is it won't be re-branded under the distributor's chosen name; it will remain the ASTRO.
The names 'ASTRO' and 'ZETA' were provided by Frontline. They were interested in a clean and minimal design that would maintain legibility at a small scale. Additionally, they knew that they would continue to develop new products under the ASTRO name so scalability in terms of adding new sub-brand names in the future was key.
Lockup instructions for parent and sub-brand
Honourable mentions part of of the brainstorm process
Phase 2: Product Design
The next step was to take the approved logos and create an end cap design using the manufacturers template. Frontline hadn't yet determined which name they wanted end-users to focus on, so I created a mockup to scale with each option. We listed the pros and cons of both routes, ultimately they chose to highlight ZETA.
End cap to scale for visualization purposes
Manufacturer template
Phase 3: Launch
Lastly, we needed to launch the new banner stand.
My tasks as the Graphic Designer & Marketing Coordinator were:
• Photograph product
• Create introductory video (linked below)
• Coordinate with freelancer to illustrate installation and set-up instructions
• Collaborate with operations to build accurate graphic templates
• Create co-branded sell sheets for each of Frontline's distribution partners
• Create distributor branded postcards as a sales & marketing tool
• Update Resource Library to include installation instructions, graphic templates, sell sheets, and additional product photos
• Add product details to the Frontline website
• Design and write outreach emails
• Create post to share on social media (linked below)
• Create print-ready design for demo banner
• Coordinate with sales to ship demo banners to key contacts
• Create introductory video (linked below)
• Coordinate with freelancer to illustrate installation and set-up instructions
• Collaborate with operations to build accurate graphic templates
• Create co-branded sell sheets for each of Frontline's distribution partners
• Create distributor branded postcards as a sales & marketing tool
• Update Resource Library to include installation instructions, graphic templates, sell sheets, and additional product photos
• Add product details to the Frontline website
• Design and write outreach emails
• Create post to share on social media (linked below)
• Create print-ready design for demo banner
• Coordinate with sales to ship demo banners to key contacts
Result
The successful launch of the ASTRO ZETA resulted in Frontline replacing a similar banner stand with the new ZETA. The ZETA offers customers a higher-quality unit, improved carry bag, and unique design all for the same price.
Since formally launching the ZETA only 3 months ago, Frontline has sold over 3,300 units to date.
Although engagement rates were low on LinkedIn, engagement rates for email outreach were above the industry benchmark with an average open rate of 29%, a 6% click rate, and a 23% click-through rate.
