Relationships

“Thank you for creating the vision that meets (and exceeds) our business objectives.” -- Julianne Boden, Marketing Communications Manager, Praxair Electronics

In 2003, Julianne Boden was new in her position as marcom manager at Praxair Electronics (a Fortune 300 company) serving the semiconductor and solar markets. XCELARTS, having an understanding of these markets, provided the level of expertise to solve Praxair Electronics' multiple-product-portfolio communication challenges.

Working collaboratively with Praxair's marketing, technologists and communications teams, XCELARTS created a campaign that provided innovative and informative design solutions that met Praxair's objectives to talk directly to engineers, yet did not exclude the investor, purchasing, and management folks with too much technical jargon.

Four years later, we approach each new project with the same zeal, the same desire to achieve effective communications. “I know that our sales and marketing teams are inspired when they show up at a tradeshow because they are proud to represent a company with a hi-tech image,” Julianne recently wrote. “Thanks again for being the best!


Solutions

When XCELARTS signed on to develop the first ever ad campaigns for Molecular Imprints, a nanotechnology company based here in Austin, we knew we had to take a (dare we say it) holistic approach. They needed more than just a cool-looking, technology-savvy product launch to survive in the competitive sphere—a rock hard visual identity was in order. With this in mind, each aspect of the campaign was seamlessly integrated into the larger aesthetic character of the product, from the smallest detail to the largest, from the lowest-tech to the highest: logo, print ads, 3D animation DVDs, and all the components of the trade show booth (from the panels to the posters). Though larger firms competed for the job, XCELARTS’ small size provided Molecular Imprints with agility, ability, and sharpened focus.

“XCELARTS worked exhaustively with us when we launched our Imprio 250 line. Molecular Imprints was then just emerging and this was our very first ad campaign, so a great deal was riding on this product launch – our ideas for the semiconductor market segment were being introduced to the public for the first time and first impressions are everything! The project turned out to be a tremendous success. Thanks to XCELARTS, awareness of our product and our company has greatly increased, and we're still very proud of our trade show booth: in fact, even three years later, we still receive compliments on it.”

Michael Falcon,
Director, Marketing and Business Development.