Catalogs
Zapf Creation
Zapf Creation 2001
Colette
Baby Cakes
CRMEF
Royal Case
Titus Cycles
Riverside
Iowa Outlook

The Royal Case catalog features 36 pages of cases. Since their target market is well aware of the variety of cases on the market, our big challenge was to make the reader want to open the catalog, then read further. We were hired to make cases look captivating! Royal Case was willing to take the risk of an un-catalog look to achieve this goal. Creative art direction and meticulous photography made this possible by inventing ways to make cases look interesting and unique from one another.

This is a great example of a capability catalog. Its mission is twofold: to educate prospects about the company's full range of capabilities, and to inspire new ideas for case engineering, especially in regard to packaging.

In addition to their Texas facility, Royal Case also needed to advertise their Asian manufacturing and export expertise. While briefly mentioned in the catalog, this was best accomplished in a corporate video (see http://www.thebrowngroup.com/video.htm) and brochure (currently in development).

Challenges:

• This was their first catalog - very little existing material could be used for this project.
• Research on each product (and competitors) was needed to develop copy.
• Needed to generate interest to the degree that prospects would turn the page to see what came next
• Royal Case's catalog needed to stand out from the competition
• Lots of photo editing anticipaged to create custom logos and products still in development

Solution:

• Exciting art direction which raised the bar in case catalog design
• Wrote copy which was informative; used artistic photography as the 'hook' to get readers interested
• Used stock photography for lifestyle shots, and embedded photos of product within them
• Created new products in PhotoShop to simulate possible custom products

The two items below are examples of products which were created entirely in PhotoShop. To view these at a larger size, just right click and select "open image in new window" (or, if on a Mac, click and hold the mouse down until you get the option to open the image in a new window).

Additional spreads include Intro and Contents page, Foam Products, Finishing Services and Injection Molded Cases. PDF downloads of these files will be available soon.