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Project Background:

Role: Account Executive, Assisted in copywriting, sell sheet design, web design

SIGA, a Switzerland-based company, is a leading producer of green building sealing materials. SIGA was looking to break into the United States market with a revolutionary product called Majrex (pronounced "My-rex"). Majrex is a vapor control barrier used in building construction. In a category known in the construction industry as "smart membranes," Majrex stood above its competition in that it allowed vapor to travel in only one direction. This unique feature made it a product unlike any other.

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The project was to develop a tagline, retractable banners, website landing page, sales collateral, and brainstorm additional ideas for Majrex's launch at the 2017 New York Passive House Conference. My headline, "Majrex only works one way: the smartest." has been featured on SIGA's website, sales collateral, presentations, and at the conference where it launched. As a way to stand out from a traditional trade booth setup, our team recommended SIGA bring in a giant cactus as a visual. The technology within the Majrex product is based on the biological function of a cactus plant.

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Results:

• SIGA's booth was a hit, and the company gained several leads and clients in the Northeastern United States and Canada

• With the help of the Majrex launch, SIGA expanded its operations to include a North American division

• The cactus became a major talking point for SIGA's booth

• The use of cacti as a visual in their trade show booths continue to this day