Case Study: Truswitch Product Launch and Strategic Partnership

Project Overview

Trulite partnered with Avidity Consulting to launch Truswitch, a new switchable privacy glass offering. This project involved both the creation of a full marketing lookbook and the development of a strategic partnership that allowed Trulite to bring a premium smart glass product to market under its own brand. The effort combined product positioning, market education, partnership negotiation, and sales activation into one coordinated launch strategy.

The Challenge

Trulite did not have a switchable glass product in its portfolio, which created a gap as demand increased for privacy-on-demand solutions in healthcare, office, hospitality, and high-end residential projects. Entering this market required more than marketing materials. Trulite needed a reliable strategic partner, a licensing and supply agreement, a brand narrative, sales tools, and a customer-facing resource that could quickly educate architects, contractors, and glazing partners about the benefits of the new product. Avidity Consulting was responsible for negotiating the partnership, developing the brand presence, and building a market-ready lookbook that positioned Truswitch as a premium offering within the Trulite lineup.

Strategy and Approach

Avidity Consulting led the partnership development by identifying a strategic supplier, structuring the agreement, and negotiating the terms that would enable Trulite to private-label the product as Truswitch. Once the partnership was confirmed, Avidity created a complete launch strategy that included messaging, education tools, and a dedicated lookbook. Content was written to explain the technology, highlight use cases, address installation considerations, and communicate the benefits of switchable glass across multiple markets. The visual and structural format aligned with Trulite’s other lookbooks while introducing a clean, modern identity for the new product line.

Deliverables

• Full Truswitch Lookbook introducing the new switchable smart glass line
• Product descriptions explaining technology, performance, and market applications
• Launch messaging for architects, designers, and glazing customers
• Partnership negotiation and execution with the strategic supplier
• Private-label branding structure and product positioning
• Sales enablement tools to support quoting, education, and technical conversations

Impact and Results

The partnership and product launch generated immediate market traction. Within the first five months of launch, Trulite quoted approximately 2.5 million dollars of Truswitch across multiple market segments and received six purchase orders for the new product line. The lookbook became the primary sales tool used by the field team to introduce and explain Truswitch, helping expand customer awareness and positioning Trulite as a strong competitor in the smart glass category. The structured messaging, combined with the strategic partnership, gave Trulite a differentiated offering and strengthened its architectural presence.

Key Features Highlighted

• Privacy-on-demand for healthcare, offices, hospitality, and residential environments
• Low maintenance and long-term durability for high-use applications
• Energy efficiency benefits and optional compatibility with IGU configurations
• Clean aesthetic ideal for modern interior and exterior applications
• Consistent performance supported by the strategic partnership supply chain
• Alignment with Trulite’s glass and aluminum system offerings

Before and After

Before: Trulite lacked a switchable privacy glass product, limiting opportunities in growing markets and creating dependency on outside vendors.
After: Avidity Consulting brokered a strategic partnership, developed the branded product line, and created a complete lookbook. Within five months, Trulite generated 2.5 million dollars in quotes and received six purchase orders for Truswitch.