Rhythmboard for Weidmann Technologies AG
Market Research and Product Launch
Swiss-based Weidmann Technologies makes industrial paper insulation for electric transformers. While meeting with them to discuss other projects, I commented that their fluted paperboard insulation might be a viable product in several other markets. They were intrigued and asked me to investigate the possibilities. Because the budget and timeframe for market research was limited, I acted as a one-man guerrilla marketing researcher. By showing samples and interviewing architects, trade show designers, college professors, industrial designers, and paper industry professionals, I was able to identify the strongest potential markets while gauging interest, market size, and price points. By attending design industry trade shows and convening ad-hoc focus groups, I was able to refine my data and develop reliable predictions for market size and business potential.
RhythmBoard product photography
Thanks to this preliminary research, I had a good foundation to do the naming, identity, and brand design for what would become RhythmBoard. I also started a photography library by making multiple product photographs. These photos have been used consistently in all of the RhythmBoard marketing materials.
RhythmBoard logo
Because RhythmBoard is a totally new kind of product, it is important to clearly define what it is. This brochure cover tells the story without getting mired down.
RhythmBoard brochure
Starting with essential items, including a custom trade show booth (using RhythmBoard in its construction), a brochure, and a website, Weidmann was able to smoothly launch RhythmBoard.
Based on my work, Weidmann has developed RhythmBoard into a profitable multi-million dollar per year business.
It cost the parent company very little to take an existing industrial product and sell it to a different, higher margin market under a new brandname. RhythmBoard has grown into a mature product line, with customers that include Mercedes-Benz and Herman Miller.