Client: Hypertherm
Project: Powermax Product Launch
►Project description
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Hypertherm, a world-class manufacturer of advanced industrial cutting solutions, partnered with Axis Display Group to create a retail display program for their new PowerMax Sync Torch and Plasma Cutting Technologies.
To support this initiative, AXIS developed a robust display and signage program for use in a varied international dealer network.
►DESIGN objectives
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Using Hypertherm’s previous in-store displays as a foundation, AXIS was asked to develop a low-tech way to promote the PowerMax’s key features and benefits. The display components were required to:
Work with existing displays when necessary
Have options to sit comfortably on a sales/ check-out counter or as a freestanding unit
Hold a standard size 8.5” x 11” brochure
Include variations to showcase the product solely in graphic form and with the actual product (i.e., “dummy” torch)
Ensure easy, out-of-the-box activation
Remain simple to update and maintain
Uphold the existing Hypertherm brand guidelines
Be cost-effective
Other considerations:
To serve Hypertherm’s international dealer network, graphics and messaging were designed as customizable, interchangeable pieces allowing for seamless and consistent global deployment
Translate the program into English, Spanish, and French
Internally absorb all activities related to shipping, logistics, and installation
Establish a client portal and warehouse limited quantity of product for reorder
► the
process
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AXIS designed and produced two kit versions (to accommodate dealer tiers) as well as additional customizations for different countries as needed. Kit options included the following core display pieces and selection of add-ons:
Countertop fixture with product
Counter Sign
Counter Mat
Stand-up Sign
System Hang Tag
Door Decal
Sticky Notes
Shelf Talker Magnets
Shelf Dangler
12-month Calendar, Merchandising Guide, Product Catalog
►RETAIL NETWORK
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Hypertherm’s global network of dealers range from single-owner locations to multiple site chains. In general, these retail settings consist of small-format showrooms with limited space for display, signage, and merchandiging efforts.
Because of this, Hypertherm’s store associates play a significant role in the customer journey. Any display element produced is expected to support the associate equal to the customer.
►INITIAL UNITS PRODUCED
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North American dealer channel (US, Puerto Rico, Canada, Mexico) - 2,000
Global dealer channel (Central America, Europe, Singapore, China) - 500
