“Effective campaigns don’t just reach audiences—they position products where decisions are made.”
Overview
As BEING Scientific expanded its product portfolio across North and South America, the client needed a consistent, scalable way to communicate product capabilities, specifications, and application value to customers and distributors.
Mountain Stream Group developed a comprehensive collateral and catalog system—creating a unified framework for how products are presented, understood, and compared across multiple equipment categories, including ovens, incubators, vacuum pumps, water baths, chillers, circulators, and shakers.
MSG established the foundational structure for this system by developing reusable templates for brochures and flyers, ensuring consistency in layout, hierarchy, and messaging across all materials.
Within this framework, MSG:
- Wrote all product copy, translating technical functionality into clear, benefit-driven language
- Developed standardized specification table structures to present technical data consistently across product lines
- Assembled cover imagery by combining client-supplied product photos with carefully selected royalty-free background imagery
- Structured content to align with how users evaluate equipment—features, performance, applications, and configuration
The resulting materials present complex technical systems in a clear and structured format. For example, product brochures consistently combine features, benefits, and application context—such as vacuum pumps designed for dry, moist, and corrosive gases used in evaporation, filtration, and concentration workflows, or convection ovens supporting applications like curing, drying, and stability testing with precise temperature control and programmable functionality.
Rather than static documents, these materials function as a living system. As MSG gains deeper product knowledge through technical support, engineering collaboration, and field experience, brochures and flyers are continuously revised—improving clarity, expanding specifications, and refining positioning.
MSG is currently extending this system into a master catalog, consolidating individual product materials into a unified, portfolio-level reference.
System-Level Integration
This collateral system serves as the foundation of product communication, connecting:
- Engineering and product specifications
- Sales enablement and distributor support
- Trade show engagement and technical discussions
- Website content and landing page development
It ensures that every touchpoint—from brochure to conversation—communicates product capabilities with clarity and consistency.
Application Context
- Product evaluation and comparison
- Sales and distributor enablement
- Product line expansion and positioning
- Trade show and customer engagement
- Technical communication across English-speaking markets in the Americas
Services Provided
- Product brochure and flyer development
- Template design and system standardization
- Technical copywriting and content structuring
- Specification table architecture development
- Visual composition (product + background integration)
- Stock image sourcing and selection
- Iterative content refinement and version control
- Master catalog development
Capabilities Demonstrated
- Content Strategy & Planning
- Technical Communication
- Sales Collateral & Presentation Design
- Strategic Brand Planning
- Experiential Content Development
Aligned Disciplines
Part of a Larger Connected Flow
This entry is part of the BEING Scientific — Connected Flows case study.
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