Shaking up the metrology market with a flagship product launch.

Hexagon was preparing to introduce MAESTRO – its most advanced stationary CMM to date, designed to transform speed, usability and long-term adaptability. The stakes were high. The product would replace legacy systems responsible for a significant portion of annual revenue, making this one of the most important launches in the company’s history. Success depended on more than awareness. Hexagon needed a clear, compelling go-to-market approach that could align global teams, sharpen positioning and communicate the product’s value with confidence and consistency.

We began with deep analysis – interrogating the brief, mapping personas and exploring the competitive landscape to identify clear opportunities for differentiation. From this foundation, we developed a strategic framework built around four core pillars: Faster, Easier, Connected and Growing. These became the backbone of the launch narrative, expressed through the central idea: MAESTRO. Quality Remastered.

With the direction set, we built a fully integrated ecosystem – spanning visual identity, messaging, video concepts, campaign assets and a global playbook to guide regional activation. Every element was designed to work together, giving teams the tools to deliver a consistent and impactful launch across markets.

Our work provided Hexagon with a high-impact foundation for launching MAESTRO globally. Senior stakeholders recognised the creative execution as a step-change in ambition and the visual approach was particularly well received. The messaging framework ensured the complex matrix of features and benefits was tiered. It ensured awareness content was simple and digestible, while conversion content had substance and credible proof points that would resonate with the more technical audiences.

We ran social monitoring to track the general sentiment and response prospects had to the launch. Within the first 10 days, our social media reach was 13,000; our non social media reach was 124,000, and the overall sentiment to the launch was really positive.

Importantly, our programme delivered above and beyond the launch assets – it established a scalable blueprint for future activation, positioning MAESTRO as a leader in connected metrology and setting a new standard for how Hexagon brings products to market.