Aims to ease product education process and speed identification of solutions
FREDERICKSBURG, VA — Harkness Screens, the world's leading manufacturer of projection screens for cinema applications, today announced the launch of a rebranding initiative that will simplify product categories and create easier to understand naming conventions for its product offerings for the event screen market.
Harkness' rebranding initiative was designed to more clearly define essential product features and benefits, differentiate from competitors' products and distinguish the rebranded products from other existing Harkness Screens products. In addition, the rebranding initiative will position Harkness' products to fit logically into existing lines in terms of function, benefit and quality level, and also make product names more memorable and attractive to existing and new customers.
One of the key components to the initiative is the simplification of product categories for event screens. Harkness will now have one brand, Stagelite, for front projection event screens, while maintaining a separate brand, Translite, for all rear projection screens.
Another important piece of the rebranding initiative is the creation of consistent naming conventions for its Transliteâ„¢ rear projection surface product line to ease customer efforts to specify products. Transliteâ„¢ screens will now be delineated by surface colour and in many cases by transmission rating, thereby eliminating name confusion. Harkness will also be introducing its Stagelite category of front projection screens.
“The goal of this rebranding initiative is to further strengthen and more effectively communicate our product lines and offerings to our targeted market,” says Jeff Samitt, Harkness Screens Group Director, Sales & Marketing. “Harkness will continue to provide the same great products and services to the cinema and live events industry in a more user-friendly capacity that we are very excited about.”
The newly renamed products will immediately appear in Harkness' advertising, literature, and website, and will make it even easier for existing customers and potential customers to find information and do business with Harkness.
About Harkness Screens
Harkness Screens is the world's leading manufacturer of large screens. Thousands of screens are supplied every year for cinema, film production, special effects, live events and custom AV applications. Founded in 1929, Harkness has recently celebrated its 80th year in business and has screens in place in over 60 countries. With its corporate office located in Ireland, other offices and factories are located in UK, France, Beijing and Fredericksburg, VA. Harkness Screens combines unrivalled experience with the latest technology to provide innovative solutions to the company's key markets worldwide. For more information, visit the Harkness Screens web page at www.harkness-screens.com.
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