Sometimes, you gotta dumb it down
The RONIN System is an application, that was developed for battlefield situational awareness and communication simplification.
Agency: Freelance | Client: LD Systems | Year: 2016
High rank ≠ high tech
In the military, higher ranking officials don’t tend to know how an advanced communications network is set up, and yet…the marketing materials for RONIN are very, veryyy technical. My client needed something that spoke to his clients, the top brass.
I decided the best tool for the sales team, would be a deck that explained the application in terms that the decision makers would understand, how this application would work in a real-world mission.
Step into their combat boots
It was clear that the marketing materials were a bit too technical for top-brass to bother reading, they need to know this tool is going to work and solve their problems in the battlefield. I broke down the information to bite-sized feature call-outs, and used real world examples when I could. The end of the booklet had a ‘real-world’ scenario showing how the application would increase situational awareness and communication when used in a battle.
This client didn’t have the budget for me to bring in copywriters and photographers, so any work would be done by me. All copy was written by me and stock photography was leveraged to match LD Systems design style.
When the dust settled
For the budget and timeframe, I was very happy with how this turned out. The feedback I got from the sales team was very positive. I think the ‘real-world scenario’ could have been more visual, breaking it out over several pages. This might have made it more skimmable for decision makers with little time.
I also wish I could have actually worked with the application development team to get better screenshots. While we had permission to make this, I don’t think their team was excited about it, so I didn’t get quality assets. I got very good at up-res’ing photos.
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