The client was preparing to unveil its products at the upcoming PGA Merchandise Show, which is held annually in Florida in late January. When MicroArts was brought in, it was already late November, which meant there were just 60 days left to orchestrate a comprehensive product launch campaign in time for the show. However, our challenge was compounded by the fact that, in this case, before we could implement any materials for launching K-Vest and K-Lab, we would first have to develop a new name and logo to strategically reposition and re-brand the client company.

• Reposition the company to be able to address broader markets beyond golf.
• Re-brand the company to capitalize on its leadership position in the field of biokinetics.
• Successfully launch the new brand and the company's golfing products to global buyers at the largest annual trade show for golf.
• Build interest and drive traffic to the booth at show, and continue the momentum and convert leads after the show.

Biokinetics is the study of how the human body transfers motion into energy. The more efficient the motion, the more powerful the result. Although Michael Bentley had focused on golf, his technology could be applied to any sport, as well as other fields including physical therapy. Recognizing the opportunity to build a leading brand in a much broader marketplace, MicroArts recommended that the company change its name from Bentley Golf to Bentley Kinetics and claim ownership of the term "kinetics."

MicroArts developed a dynamic logo that features a ring created by three overlapping arcs comprised of dots of greater size to convey the concept of increasing power and motion. These arcs served as the graphic signature for the new brand, being used in numerous configurations on the trade show booth, on packaging, and in all marketing materials.

To support the product launch, MicroArts sent a series of postcards and HTML emails to a selected list of past show attendees, inviting them to reserve a tee-time to demo the new teaching system. In addition to driving traffic to the web site, this strategy delivered a steady stream of highly qualified prospects throughout the show.

Bentley Kinetics' impressive 30' x 30' booth incorporated a stage to conduct live product demos, a private conference room, and a large video screen to present a continuously running animated commercial. Visitors were invited to enter a contest to measure the kinetic efficiency of their golf swing, which gave entrants a reason to return to the booth to check the standings.

This show was a pivotal event for the client company because future funding was dependent on generating orders. However, the product itself was not quite ready for release. To overcome this obstacle, MicroArts produced multiple mock-ups of the retail packaging for both the K-Vest and the complete K-Lab teaching system, which also included a laptop computer and video camera, to create the impression that the products were ready and available for shipping. Ultimately, even though the product was still in development, Bentley Kinetics generated sufficient interest to secure their next round of financing.