smart camera launch
About a year after the initial launch of the first Meraki security cameras, the line was refreshed with 3 additional cameras.
This product was taken to launch by closely working with product marketing, hardware, and engineering teams. I was the creative lead, created all imagery, and also designed and coded the product overview page that lives on the Meraki website. Creative direction was provided as well for accompanying tools, video, event spaces, and other marketing materials that went along with the launch of this product.
one — creating the story
Objectives
Cisco Meraki’s new security camera is smaller, faster, and smarter. We want market this in a fun and engaging way, while still keeping the technology forefront.
Challenges
Time, the whole project including imagery, website changes, and related content had to be completed in a month
This was the first Cisco Meraki product that straddled the line of enterprise and prosumers. We needed to appeal to our enterprise base, yet still invite that more consumer audience
Value Proposition
The MV family brings Meraki magic to the enterprise video security world. Impossibly simple to deploy, configure, and manage, MV provides reliable security and valuable business insights to organizations of any scale.
Initial landing page sketches and marketing messaging document with associated inspiration images and direction.
Wireframes for the landing page for all sections including (left to right): product overview, feature highlights, video gallery, what’s new/updates, and model listings.
two — launch videos
Since we were launching a video camera, it was important to have motion be a part of the marketing of the new product. I worked with the product marketing manager to conceptualize and execute on two MV focused informational launch videos.
The launch video for the MV12 smart security camera featured both a general introduction to the features of the camera as well as use cases of how business insights can be increased by the product.
The general introduction video for the MV smart security camera. This video was created in the style of an existing series of product introduction videos for Cisco Meraki.
three — product landing page
For the product landing page for the MV smart security line, we built the page from the ground up in order to address the unique qualities of the security camera, as well as the expanded customer base that the launch of this camera brought in.
Quick feature highlights with corresponding icons
For the launch, to show off the capabilities of the camera as well as numerous case studies, I built a video wall that is a bit of a call back to the technology of the smart camera.
A sampling of diagrams, illustrations, and icons which were also used in materials such as installation guides, data sheets, and presentation decks. These diagrams were integral for the launch of this camera as they needed to explain some complicated processes in a lighthearted and joyful way, but still simple and easy to use.
