Not your usual start-up, Ray Pac actually had about a 30 year history in the replacement x-ray tube market under a different name. Now with a new manufacturing facility and sourcing from new channels, the company needed a completely new brand image. Because Ray-Pac currently retains one of the biggest inventories for replacement x-ray housings in the business, Bates Design developed a unique Inventory App where customers could easily check to see what was in stock. Based on the concept of the "Ark", with two of everything, the campaign created an distinctive and memorable way to get the point across. We promoted "The Ark" App through every marketing channel; web site, trade advertising, email, and direct mail. The results were outstanding. Not only was this simple App a first of it's kind for this particular industry, it underlined Ray-Pac's unique customer service advantage.