Drove design execution across the full launch lifecycle of the Hypulse Surface Analysis System—Thermo Fisher's new XPS instrument with femtosecond laser ablation technology. Leveraged a key visual from the lead designer to adapt the ripple concept across every phase:
Pre-launch: Built anticipation with a teaser eSig banner and email header using a darker, more mysterious ripple treatment to hint at the upcoming innovation.
Launch: Delivered an animated social post promoting the Hypulse ebook, launch email header, landing page hero banner, resized and optimized all product page imagery, and designed video thumbnail images displayed before playback — handing off final assets to web development for implementation. Also produced a webinar social post featuring the Hypulse instrument, marking the official market debut. Engineered the concentric ripple animation by deconstructing the Illustrator file into layers and animating in After Effects, visually echoing the product's core concept of probing beneath the surface.
Post-launch: Extended the campaign into long-form technical content including a white paper, three application notes, blog posts, and an app notes email header—maintaining the ripple visual system for consistency across the content journey. Delivered all print assets in both web and print versions to maximize reach and adaptability.
