Challenge: A new research center needed to recruit research & development projects from business partners.

• The lab manager’s original vision for B2B collateral focused heavily on equipment specifications, assuming that potential clients would instinctively understand the applications.
• When instruments utilize intense beams of colored light, their photographs look vibrant in a screen’s RBG but muddy and dull when converted to CMYK for professional printing.

Strategy:

• I negotiated a change in perspective with the lab manager. I proposed moving the dense technical specifications to a companion website and focusing the print collateral on the business benefits—high-quality R&D at a lower cost.
• Together, we shifted the language from a list of tools to a description of how the center solves specific business problems. This created a much more effective invitation for potential partnerships.

Technical Execution: To preserve the visual impact of the research, I applied advanced Photoshop techniques to the imagery. I lightened and shifted the hues of the bright reds, cobalt blues, and vibrant greens that typically fail in a standard CMYK conversion.

Outcome: The Ferro Center now has a print and digital set of tools that introduces their capabilities to the private sector and invites collaborative partnerships.