Monte Consulting assisted Century Extrusion of Traverse City, Michigan on the development of a name and identity for a new international product launch in Shanghai, China.
The new product line, APEX, is the first collaborative effort by Century Extrusion and member company Ruiya Extrusion. Bob Urtel, President of Century Extrusion in Traverse City, MI and Ruiya Extrusion in Nanjing China comments, "The APEX line represents an intersection of extreme durability with competitive cost of ownership and global support."
Monte Consulting played a key role in identifying needs for an international audience and strove to understand the Chinese culture and methodology surrounding media creation. The bilingual brochure was a key piece used to explain the benefits of the new APEX line and will continue to be circulated for a worldwide audience. The name APEX, suggested by MC, identifies the intersection of collaborative work by Century Extrusion and Ruiya Extrusion. The APEX name also represents the intersection point of the two main barrels used in the product line.
Using a comprehensive PR process, MC executed vertical posters and a 6-panel brochure to support the APEX launch at Chinaplas 2008 in Shanghai, China.
