UPM Electronics:
Supercharging the Success of a Manufacturing Startup
How Daxio Design empowered UPM to evolve from an electronics startup to a global enterprise
THE CHALLENGE
Daxio Design’s founder, Crystal Janzen, led the Canadian marketing division of UPM, a manufacturer of energy-efficient programmable electronics, including thermostats, timers, and switches. These products were designed to reduce energy consumption through home automation, supporting environmental sustainability while lowering utility costs for consumers. The primary challenge was to position UPM as a market leader by increasing retail market share, strengthening brand recognition, and accelerating growth in a highly competitive market.
THE STRATEGY
Corporate Branding Program
When we began our journey with UPM, they lacked a cohesive and recognizable corporate brand. Packaging, brochures, signage, and presentations were inconsistent and visually cluttered, limiting their effectiveness with retail buyers. Daxio Design developed and managed a comprehensive corporate branding program that established a clear, professional visual identity. The branding program included a full redesign of product packaging, product manuals, private-label packaging, in-store POP signage, trade show booth design, promotional brochures, client presentations, planograms, listing sheets, and the development of the corporate website. This transformation enhanced brand recognition and credibility with national retail partners.
Retail Marketing and Customer Service Programs
In the rapidly evolving marketplace of energy-efficient electronics, UPM needed to differentiate its products from established competitors such as Honeywell. Daxio Design conducted extensive market research, including SWOT analysis and trend forecasting, to position UPM ahead of emerging industry developments. Sales growth was further accelerated through strategic collaboration with government agencies and utility providers across Canada. These partnerships ensured UPM products were included in energy-saving rebate programs, increasing brand recognition and retail demand. To strengthen relationships with retail purchasers, we developed high-impact presentations, proposals, and line reviews that improved buyer engagement and contributed directly to increased sales performance. To support end-user customer satisfaction, Daxio Design established a customer service support line and developed a state-of-the-art animated tutorial program to improve product usability. These initiatives supported scalable growth while reinforcing consumer trust and strengthening relationships with leading Canadian retailers.
UPM Canadian Retail Distributors:
BMR; Canadian Tire Corporation; Co-op; Home Hardware; Home Depot; Kent; Lowes, Peavey Mart; Rona; Sears; Wal Mart
DELIVERABLES
Market Research
- Category Reviews
- Charts/Graphs
- Data Analysis
- Focus Groups
- Growth Strategy
- Line Reviews
- Presentations
- Price Shops
- Product Proposals
- Rebate Programs
- Sales Forecasts
- Strategic Plan
- SWOT Analysis
- Trend Reports
Corporate Branding
- Brand Consistency
- Branding Package
- Brochures
- Business Cards
- Copywriting
- Document Design
- Event Booth Design
- Graphic Design
- Infographics
- Letterhead
- Logo Design
- Presentation Folders
- Tutorial Animations
- Web Development
Retail Program
- Clamshells/Boxes
- Listing Sheets
- Logistics Forms
- Monthly Specials
- Packaging Design
- Planograms
- POP Signage
- Price Sheets
- Private Labeling
- Product Catalogs
- Product Manuals
- Product Photos
- Promo Posters
- Quarter Pallets
RESULTS
Outstanding Marketing Leads to Global Expansion
During Daxio Design’s 5-year contract, UPM achieved significant growth and market expansion. Our integrated marketing programs played a critical role in expanding UPM’s revenue streams and geographic reach. The company successfully expanded from the Canadian market to Europe and Asia. Consistent branding, strategic market positioning, and strong retail relationships contributed to substantial revenue growth. In the programmable thermostat division alone, annual sales exceeded 100 million in Canada and 600 million globally.
Annual Metrics:
- 100M+ National Thermostat Sales – Market research, formal proposals, and consistent branding expanded the Canadian Market.
- 600M+ Global Thermostat Sales – Strategic marketing programs increased brand recognition and global market expansion.
- Global Expansion – Within five years, UPM evolved from an emerging electronics startup to a global enterprise.
TESTIMONIAL:
“Daxio Design has kept our company highly competitive with detailed analysis of market trends and innovative marketing strategies. They have been pivotal in securing our company tens of millions of dollars in annual revenues.” ~ Irfan Dhanani, Managing Partner – UPM Electronics
(Source: UPM Corporate Reporting)
100M+
national sales
600M+
global sales
5 Years
startup to global enterprise
