SPINFINITY

To most manufacturing plant managers, casters are a commodity that make things like Amazon packages go from warehouse point A to point B. But choose the wrong caster, and they're in for a high-maintenance relationship full of breakdowns, downtime and annoyance.

Hamilton builds the industry's toughest casters. Our job was to launch its its latest innovation: a maintenance-free variety.

The name Spinfinity, which ironically came to me while behind the wheel, practically says it all. It's a caster that not only spins forever, but one that doesn't need daily grease baths.

These benefits add up to huge long-term savings and real, quantifiable gains in productivity. We hammered these points home in a campaign targeted to the industries that must keep things moving at all costs: automotive and aerospace.

The work included product naming, print, email, trade show and blog.