Elkhart Brass: Cobra EXM launch
As a first project, Glass Box was charged with launching the new Cobra EXM for Elkhart Brass, based in Elkhart, Indiana. We focused on the R & D department at Elkhart and made them the hero by naming and branding the department as “Elkhart Labs.” Considering they had just developed the Cobra, and are always creating new and innovative assets to Elkhart’s product line up, Elkhart Labs needed to be brought to the forefront. Plus, the approach we developed added a scientific mystique and a secretive feel to the newly identified department.
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