Vector traditionally marketed to a purely scientific audience, but they wanted to create a customer-facing sales campaign. We needed to keep with scientific images which were appropriate, but we wanted to make them beautiful and captivating. The idea was that people wouldn’t know exactly what they were seeing, and it would create a sense of mystery and draw them in. 

Plus, the main feature of Vector’s product is to illuminate things in bright colors so scientists can better separate and identify what they are seeing under the microscope. The visuals in this campaign had to embody this message.

Fun fact: When this new campaign was unveiled at the first trade show, the butterfly poster was so different and beautiful, it became the giveaway that everybody wanted. Vector had to keep reprinting them.