In 2023 A-dec brought to the dental industry, a revolutionizing technology platform that was going to change the way the business of dentistry would be performed. It fell on the marketing team to create a three-phase global launch that would tease something was coming without affecting current orders, continue to build interest and at launch time, disrupt the market on a monumental scale.
Travis' innovative creative direction, and leadership during this product launch set the tone for the next 10 years.
An entire global product launch was developed alongside agile product development, that required flexibility, speed and fanatical problem solving, all while staying on brand and maintaining a solid tone. Essentially this launch was five hardware/software product launches in one, (essentially, a portfolio relaunch), a technology platform launch, web and mobile app release and a parts app. Aside from customer facing marketing material, the team supported sales and training with graphics, tools, videos and documentation for training and lead generation.