Gem Ultra Launch

Summary

ArmstrongB2B® partnered with Novanta’s Precision Medicine business to support the launch of its Gem Ultra product at Laser World of Photonics in Munich. Through a combination of exhibition stand design and a high-impact launch animation, we created a cohesive and immersive brand experience that introduced the product to market while delivering a versatile asset for ongoing digital use. The result was a visually engaging and strategically aligned presence that maximised impact at a key industry event.

Novanta
Photonics Exhibition

Challenge
Novanta engaged ArmstrongB2B® to support the launch of the Gem Ultra at Laser World of Photonics, one of the most prominent global events for photonics technologies.

The challenge was to create a compelling introduction for a highly technical product within a busy exhibition environment, where attracting attention and communicating value quickly is critical. The launch needed to resonate with a specialist audience while clearly articulating the product’s capabilities and relevance within precision medicine applications.

At the same time, the project required a joined-up approach across multiple touchpoints. The exhibition stand, animation and supporting visuals all needed to align with a newly refreshed brand identity, ensuring consistency while elevating the overall perception of the Precision Medicine offering.

 

Strategy
Our strategy focused on creating a unified brand experience that combined technical storytelling with strong visual impact.

We positioned the Gem Ultra as an advanced, high-precision solution, ensuring that messaging was clear, concise and benefit-led to engage audiences quickly within the exhibition setting. At the same time, we designed the animation to serve a dual purpose, both as a centrepiece for the stand and as a flexible asset for ongoing use across digital channels.

By aligning all elements, from stand design to motion content, under a consistent visual and messaging framework, we ensured a seamless experience that reinforced both product innovation and brand identity.

 

Creative
The creative approach brought together exhibition design, 3D visualisation and animation to deliver a cohesive and impactful presence.

We developed the full exhibition stand using the refreshed Precision Medicine brand, creating a clean and contemporary environment that reflected the product’s precision and innovation. This included:

  • Stand design and large-format graphics to maximise visibility and engagement
  • New 3D product renders to showcase the Gem Ultra with clarity and detail
  • Defined messaging hierarchy to ensure key information was communicated quickly and effectively

At the centre of the experience was a launch animation, designed to introduce the Gem Ultra in a clear and visually compelling way. The animation balanced technical explanation with strong visual storytelling, making complex functionality accessible while maintaining credibility with a specialist audience.

Importantly, the animation was developed as a multi-purpose asset, enabling reuse across social media, website content and future marketing activities.

Together, these elements created a unified and immersive brand experience that successfully supported the product launch at Laser World of Photonics, while providing Novanta with a suite of high-quality assets for continued engagement beyond the event.

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Medical Technology 3D Animation CGI Creative Product Launch Product Marketing Sales Enablement Social Media Trade Show Support

Challenge

Novanta engaged ArmstrongB2B® to support the launch of the Gem Ultra at Laser World of Photonics, one of the most prominent global events for photonics technologies.

The challenge was to create a compelling introduction for a highly technical product within a busy exhibition environment, where attracting attention and communicating value quickly is critical. The launch needed to resonate with a specialist audience while clearly articulating the product’s capabilities and relevance within precision medicine applications.

At the same time, the project required a joined-up approach across multiple touchpoints. The exhibition stand, animation and supporting visuals all needed to align with a newly refreshed brand identity, ensuring consistency while elevating the overall perception of the Precision Medicine offering.

Strategy

Our strategy focused on creating a unified brand experience that combined technical storytelling with strong visual impact.

We positioned the Gem Ultra as an advanced, high-precision solution, ensuring that messaging was clear, concise and benefit-led to engage audiences quickly within the exhibition setting. At the same time, we designed the animation to serve a dual purpose, both as a centrepiece for the stand and as a flexible asset for ongoing use across digital channels.

By aligning all elements, from stand design to motion content, under a consistent visual and messaging framework, we ensured a seamless experience that reinforced both product innovation and brand identity.

Creative

The creative approach brought together exhibition design, 3D visualisation and animation to deliver a cohesive and impactful presence.

We developed the full exhibition stand using the refreshed Precision Medicine brand, creating a clean and contemporary environment that reflected the product’s precision and innovation. This included:

  • Stand design and large-format graphics to maximise visibility and engagement
  • New 3D product renders to showcase the Gem Ultra with clarity and detail
  • Defined messaging hierarchy to ensure key information was communicated quickly and effectively

At the centre of the experience was a launch animation, designed to introduce the Gem Ultra in a clear and visually compelling way. The animation balanced technical explanation with strong visual storytelling, making complex functionality accessible while maintaining credibility with a specialist audience.

Importantly, the animation was developed as a multi-purpose asset, enabling reuse across social media, website content and future marketing activities.

Together, these elements created a unified and immersive brand experience that successfully supported the product launch at Laser World of Photonics, while providing Novanta with a suite of high-quality assets for continued engagement beyond the event.

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