It All Begins HereIPG Print/Digital Ads: Ongoing Campaign Across Product Lines
IPG Photonics ran an ongoing ad campaigns spanning trade and industry publications as well as digital and web placements, covering a wide range of product lines. The work carried two challenges at once: translating highly technical, engineering-driven products into ads that were actually compelling to look at, and doing it consistently enough that the ads read as one cohesive campaign no matter which product or platform they were for.
As sole designer, I took the ad campaign from concept through execution across both print and digital formats. Each ad had to distill a technical product down to something visually engaging for trade audiences without losing accuracy or credibility while adhering to a shared visual system that kept the campaign feeling unified across dozens of individual product ads and multiple publication formats.
The campaign gave IPG a consistent, recognizable ad presence across trade publications and digital platforms turning a wide, technical product catalog into a cohesive body of advertising rather than a series of disconnected one-offs.
