Who thinks a product launch through while we are in the middle of it?

Not the volume of work. Beforehand we wrote concepts, made proposals, drafted copy and headlines for the client to choose from. A concept that opens up many routes is the easy half. The real work is deciding which route actually gets the client where they want to go — and leaving the others alone.

• Came in at positioning and messaging, not at layout.
• Concepts, key messages and the messaging frame everything else lines up against.
• Copy and headlines to choose from — the client made the call.
• The product brochure, through ten rounds. Plus four-pager, data sheet, roll-up, email campaign and the sales presentation.
• Product photography and retouching.
• The shoot and the product film.
• The product page, including a 360-degree view of the device built from 36 stills.
• Handed the source code, design files and images to the Natus development team — the page was to run on their servers, not ours.

Eight months of work, one launch, one consistent picture of the product. Brochure, film, photography and website say the same thing because they came out of the same concept rather than four briefs to four suppliers. The site went live on Natus servers. The work belonged to the client in the end, source code included.

The rotating view above. Our first version was an image sequence that ran on mouse-over. It worked perfectly for us and not reliably in the browsers the client actually used. So we threw it away and rebuilt it as a script we could test on every device we could get our hands on. It sits here in a newly written version, with the same 36 stills from 2020.