West Midlands creative agency helps manufacturers bring complex engineering to life

As manufacturers look for new ways to help customers understand increasingly complex products, Jask Creative has launched Jask Product Ignition, a new specialist service designed to help manufacturers explain, simplify and sell complex products.

The new service brings together creative thinking, CGI, video and digital experiences to tackle a common challenge for engineering-led businesses: how do you communicate the value of products when the technology, engineering or benefits aren't easy to see or understand?

The launch follows Jask's work with Civitec Group, who have recently created a new tech-led customer experience centre designed to give civil engineering professionals a deeper understanding of Civitec's products, applications and engineering.

Civitec's products are designed to solve complex engineering challenges, but many of the features that make them unique aren't immediately visible. Some are hidden inside the product or underground, while the engineering principles behind them can be difficult to demonstrate through traditional brochures, drawings or static displays.

Jask was brought in to develop a series of digital experiences that would make this engineering easier to explore and understand.

At the heart of the project is a bespoke interactive touchscreen experience combining detailed 3D modelling, animation and touchscreen interactivity. Visitors can rotate products, explore cross-sections and discover hidden features, seeing how products work and why particular design decisions matter.

Jask also created a CGI fly-through that showcases Civitec's wider capabilities, alongside digital experiences including an Interactive Application and Geoworks IQ - an online design specification platform that allows construction professionals to calculate aggregate requirements for projects.

Together, the experiences form a digital layer across the Customer Experience Centre, helping visitors move from understanding Civitec's wider offering to exploring individual products, their applications and the engineering behind them.

Rather than simply presenting technical information, the technology allows visitors to actively explore it, creating a more engaging way to understand products that they might not otherwise be able to see in operation.

Alex Gardiner, director of marketing at Civitec Group, said: “The interactive displays are the stars of the show.

“They demonstrate features and functions of our products that visitors wouldn't typically get to see, particularly for merchants and specifiers who aren't on site and engineers who want to understand the intricacies of a design.

 “The Geoworks IQ experience was a real lightbulb moment. You could visibly see people being blown away by what they were seeing. The whole experience is helping us reposition our brands and business.”

Phil Kean, client services director at Jask Creative, said: “We realised that by bringing together the different skillsets across our agency, we could solve some of the common communication challenges manufacturers face.

“How do you make a complex product easy to understand? How do you explain benefits that can't be seen? How do you make a technical proposition more engaging?

“Product Ignition brings creative thinking, CGI, video and digital experiences together to find innovative solutions to those questions and turn technical complexity into commercial advantage.”

The new service works with manufacturers, OEMs and engineering-led businesses across areas including product visualisation, CGI, industrial video and photography, interactive applications, websites and sales enablement tools.

Pictured from left to right: Alex Gardiner and Phil Kean