Wizard Z+ cutting head moving across black matboard on a computerized mat cutter.

Wizard International

Product marketing, content strategy, photography and video for Wizard International, a manufacturer of computerized cutting systems for the professional picture framing and art industry. The work spans product launches, campaigns, web and email, social content, customer education and the ongoing challenge of making technical products easier to understand and easier to market.

Projects often begin with understanding the product, the customer and what needs to be communicated. From there, the work moves through strategy, messaging, writing, photography, production, editing and delivery, with close collaboration across sales, engineering, software and support.

PRODUCT MARKETING / CONTENT STRATEGY / PHOTOGRAPHY / VIDEO / CAMPAIGNS

SELECTED VIDEO WORK

Product launches and technical stories built to explain products clearly.

AirGlide™ Air-Powered Material Cutter

Launch film introducing AirGlide and its core benefits.

Product Marketing / Video / Messaging

Introducing CMC Z+

Product introduction focused on the system, its features and positioning.

Product Marketing / Video / Launch Communication

MARKETING + CAMPAIGNS

Campaign and product marketing across launches, sales collateral, web, email and trade advertising.

FRAMESHOP 7.1.8 LAUNCH

Launch campaign across email, web, video and promotional assets.

Email / Web / Video / Product Messaging

Wizard promotion offering eligible MatDesigner customers a complimentary upgrade to FrameShop during October.
Wizard promotion offering eligible MatDesigner customers a complimentary upgrade to FrameShop during October.
Wizard FrameShop 7.1.8 release announcement featuring Visualize Phone Capture and Text Block Composer.
Wizard FrameShop Visualize email explaining how to capture artwork directly from a phone.
FrameShop Text Block Composer interface showing artwork sizing and text layout controls.
FrameShop Text Block Composer interface showing artwork sizing and text layout controls.

AIRGLIDE + PRODUCT MARKETING

Product marketing and sales materials focused on AirGlide’s features, applications and benefits.

Campaign Creative / Sales Collateral / Product Marketing

Wizard AirGlide product flyer explaining features, material compatibility and cutting applications.
Wizard equipment promotion comparing rental and purchase options for computerized mat cutters and AirGlide
Wizard advertisement introducing the CMC 8000+ computerized mat cutter.
Wizard FLEX computerized mat cutter sales sheet with product features, options and specifications.
Wizard FLEX computerized mat cutter sales sheet with product features, options and specifications.
AirGlide product detail images showing the cutting head, material stop and measurement system.
Wizard accessories guide showing framing and mat-cutting accessories and components.
Wizard sales collateral featuring AirGlide, Premium Service Plans and Wizard University resources.

TRADE + INDUSTRY MARKETING

Print, editorial and event work supporting product awareness within the framing industry.

Print Advertising / Editorial / Event Support

Picture Framing Magazine cover featuring a framed Metallica display created with Wizard CMC cutting.
Picture Framing Magazine article about a Wizard CMC framing project featuring Metallica memorabilia.
Open Picture Framing Magazine spread featuring Wizard editorial coverage and advertising.
Wizard International trade show booth displaying computerized mat cutters and framed artwork.
Black-and-white photograph of a Wizard educational presentation for a seated audience.
Print advertisement introducing the Wizard CMC 8000+ computerized mat cutter.
Printed floor plan showing the layout of a Wizard trade show booth.

BRAND + CUSTOMER TOUCHPOINTS

Customer-facing materials across onboarding, support, events and print.

Onboarding / Support / Events / Printed Materials

Wizard customer testimonial from Rita Foster of Frame-It in Coral Springs, Florida.
Open Wizard customer welcome box with branded gifts, coffee and printed materials.
Wizard Technical Support Guide with contact information and QR code.
Wizard customer welcome box with a red Welcome to the Wizard Family insert.
Wizard customer onboarding cards and printed welcome materials.
Wizard-branded lanyards, buttons and colorful promotional items displayed at an event.
Wizard customer feedback graphic featuring a testimonial from Family Woodworks LLC in Ohio.
Wizard customer feedback graphic featuring a testimonial from Family Woodworks LLC in Ohio.
Wizard 8000+ and 8000 Head Decals.
Wizard trade show display inviting visitors to speak with the team beside a computerized mat cutter.
Wizard trade show display inviting visitors to speak with the team beside a computerized mat cutter.
Wizard AirGlide material thickness reference showing common matboard and framing materials with measurements.
Visitors speaking with Wizard representatives at a computerized mat cutter trade show booth.
Wizard event table displaying brochures, samples, branded items and customer materials.
Wizard event table displaying brochures, samples, branded items and customer materials.

PHOTOGRAPHY

Product, detail, environmental and behind-the-scenes photography focused on the products, process and people around the work.

Photography / Production / Editing + Retouching

Wizard CMC 8000+ computerized mat cutter photographed on a white studio background.

CMC 8000+ Studio Product View

Close-up of the orange Wizard Z+ cutting head and adjustment dial.
Close-up of Wizard CMC rail, ruler and positioning hardware.

CMC Z+ Cutting Head Detail

CMC Rail + Positioning Detail

Behind-the-scenes studio setup for photographing a Wizard computerized mat cutter.

CMC Studio Production Setup

Wizard Z1 cutting matboard while an operator guides material across the machine.

CMC Z1 In-Use Cutting

Wizard Z+ cutting head mounted on the rail of a computerized mat cutter.

CMC Z+ Cutting Head + Rail

Illuminated Wizard emblem glowing orange on a computerized mat cutter.

Illuminated Wizard Emblem Detail

Wizard computerized mat cutter shown in a three-quarter studio product view.

CMC Full Product View

Wizard AirGlide air-powered material cutter shown against a white background.
Close-up of the orange Wizard AirGlide control panel and switches.

AirGlide Full Product View

AirGlide Control Panel Detail

Wizard Z+ computerized mat cutter photographed from the front on a white background.

CMC Z+ Full Product View

Close-up of AirGlide cutting hardware and replaceable blade components.

AirGlide Cutting Hardware Detail

Close-up of red and green control buttons on a Wizard computerized mat cutter.

CMC Control Panel Close-Up

Black and white matboard samples cut into geometric shapes on a Wizard Z+.
Framed Wizard 94 hockey jersey displayed with layered matting in Seattle Kraken colors.

Z+ Cut Matboard Samples

Kraken Jersey Framing Project

Wizard CMC 8000+ cutting orange matboard on the machine bed.

CMC 8000+ Mat Cutting Detail

Close-up of the AirGlide material stop and yellow measurement scale.

AirGlide Material Stop + Measurement Detail

Finished rectangular mat opening positioned on a Wizard Z+ cutting surface.

CMC Z+ Finished Mat Cut

CUSTOMER EDUCATION

Tutorials and walkthroughs built to make setup, software and everyday use easier to understand.

AirGlide Installation Guide

Step-by-step installation walkthrough.

CMC Floor Stand Assembly

Assembly guide for CMC floor stand setup.

Create Your First Mat

FrameShop walkthrough covering single and multiple openings.

Z1 Shared Edge Cutting Demo

Demonstration of shared edge cutting on the Z1.

Cutting Foam Strips

Practical cutting demonstration using a Wizard CMC.

MORE SELECTED WORK

Explore more work across marketing, photography and video.

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