As Hitachi’s Air Conditioning brand underwent a massive global refresh, we were tasked with the design and copywriting of new Global Launch Kits across three product categories to be distributed in 40 countries. Each Global Launch Kit contains sample collateral and content for use in sales and marketing communications including catalogues, leaflets, technical information, sales messaging guidelines and other essential tools.

Creating content for a well-established, multi-national organisation, we paid particular attention to delivering new, complex design systems and solutions within brand guidelines. It was also critical to maintain the integrity of the dense technical documentation while still delivering a user friendly result that would engage their diverse audiences.

The work included the art direction and production of video promotion for Frost Wash (a new Hitachi AC cleaning feature). We opted to explain this complex technology through metaphor. My role in this involved script-writing, storyboarding, casting, wardrobe, styling, and art direction.

The video was primarily targeted at Southeast Asian audiences, which came with extremely specific needs for the design, casting, subject matter, and styling to appeal to SEA regions. After its success in SEA, it was then selected by Hitachi to be translated into 13 different languages, and distributed worldwide.

Since then, a large variety of video and print collateral has been produced for Hitachi under my design direction.