creating a KILLER product launch event
EVENTS | Monarch Tractor | 2022
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Event Lead | Kelsey Ducker
Event Management | Kate Schlag
Branding & Design | Sandya Kola
Photo & Video | Stavro Victor
Invite Management | George Karavaras
CELEBRATING A MILESTONE
A product launch is one of the most exciting times for a company. And no product launch is complete without a killer product launch event!
In December of 2022, Monarch Tractor planned to reveal its never-before-seen 100% electric, autonomous production tractor that was ready to roll off production lines and into the hands of customers. I was tasked with developing the branding and visual assets for the event. Here’s how I approached it…
MAKING IT RAIN for MONARCH
No seriously, it literally rained at our outdoor event, but we made sure the launch was a splash!
a heartfelt message
For Monarch Tractor’s product launch, I wanted to do something a little different. I wanted the event message to focus less on the product and more on the people behind the product. As a young company going to market in just a matter of a few years, it’s easy to fall into the archetypal messaging of “disputing”, “revolutionizing”, and “pioneering”.
In order to retain a familiar and approachable brand, it was integral to weave the Monarch team, the company’s early supporters, and halo customers into the messaging. This product launch was a moment to celebrate “the journey behind Monarch Tractor”.
VENue
In order to truly communicate “the journey behind Monarch Tractor”, what better venue to hold this event than its place of origin — the company HQ! Revealing the new Monarch MK-V tractor as it rolls right off the production line that it was built on and inviting event attendees into the “Monarch home” creates the sense of an intimate and homely gathering.
tractor generations
Another element of the event that brought this messaging to light was a display of the early tractor generations. From Alpha, to Beta, to Pilot Series, there’s no better way to showcase the journey it took to creating a production model tractor.
Each early tractor generation was accompanied by a display that communicated a “story” behind that tractor. These stories brought a human and emotional element to each tractor. They focused on the team behind building the tractor, the customers who were bold enough to support Monarch’s vision through collaboration, and the challenges that the company had to overcome to continue working towards its mission, be it a global pandemic, some of the worst wildfires California farms had ever seen, and more.
POLAROIDS
Each cocktail table was decorated with a Polaroid photo centerpiece, each a unique “moment from Monarch” that was captured on camera. The choice of photos was meant to be raw, unfiltered moments — tiny office spaces crammed with the OG team, testing day and night in the sweltering heat and biting cold, leadership and junior employees alike having to get dirty and do all kinds of odd jobs. These photos take attendees back in time to Monarch’s early days and truly encompass the event theme — “the journey behind Monarch Tractor”.
THE RESULTS OF A SUCCESSFUL EVENT
+ 6.4%
SOCIAL GROWTH
*LINKEDIN = +8.9%