Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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Text (DS)
leatherman tool group, inc.
Traditional and Sporty
Leatherman Tool Group, Inc., is expanding its offerings
to include an entirely new and more fashionable product
line called Juice. This dual-purpose product brochure
not only features the Leatherman Classic line but also
introduces the innovative Juice series of products to a
broader base of customers. “We collaborated with the
client, discussing the objectives of the new line. We
came back to them and presented three ideas,” notes art
director Lisa Cerveny. “One of them was pretty interesting,
but too much of a leap for Leatherman. It equated the
new colorful tools with different beautiful insects. We
ended up combining the other two directions to reflect
what you see now.” The Juice tools, smaller and more
colorful, appeal to a more urban customer, while the
Classic line tends to appeal to the rugged outdoorsman.
The challenge came in combining the Juice products,
CLIENT:
Leatherman Tool Group, Inc., is
the originator of the Classic
multi-tool, a pocket-size
all-purpose hand tool for the
do-it-yourselfer.
FIRM:
Hornall Anderson Design Works
ART DIRECTORS:
Lisa Cerveny and Jack Anderson
DESIGNERS:
Andrew Smith, Andrew Wicklund,
and Don Stayner
PHOTOGRAPHER:
Jeff Condit, Studio Three
ABOVE: This 6-inch x 11-inch (15
cm x 38 cm) loop-stitched
brochure opens by displaying both
the Juice and Classic product
lines on the inside cover. Directly
opposite sits the Leatherman
story, a brief history of the
company and its founder.
Graphic Design That Works
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Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:195
Text (DS)
W)
94
PRODUCT BROCHURES
upbeat and trendy, with the Classic products,
traditional and conservative, into a single brochure
that reflects a unified company vision. The Juice
product spreads are fashionable and dynamic, while
the Classic line remains straightforward in presentation.
“Captured with a digital camera, each of the Juice
product shots uses soft focus photography to capture
an interesting depth of field and movement,” explains
Cerveny. “The fresh and clean use of white space
accents the distinct color of each tool.” For additional
reinforcement, smaller graphics are used to identify
each product and to visually display its unique
capabilities. Each product spread includes a unique
feature shot, an image portraying a particular usage, a
full technical rendering, and a closed version of the
product followed by a colored sidebar complete with
the product name and color. The color-coding system
aids in locating any one product, especially for those
readers quickly skimming through the brochure. The
cover is printed on Graphica Lineal 80-lb. cover stock
in cool white and the inside on McCoy 100-lb. text
stock in a matte finish. The Bell Gothic family of fonts
is used throughout.
LEFT: As you flip through
the brochure, the Juice
line, the primary focus, is
introduced first and the
Classic line follows. Laid
out in a clear and concise
manner, each spread focuses
on the unique attributes of
a particular tool.
What Works
By presenting the new Juice product line in a fashionable
and dynamic way, the brochure appealed to a more
urban audience. The straightforward presentation of
the Classic line, on the other hand, maintained its
rugged and outdoorsmen appeal. Targeted towards
retailers, the business-to-business product brochure
was very successful in marrying the two distinct product
lines under one corporate vision. “It is a very effective
piece,” adds Cerveny. “Leatherman is actually having a
hard time fulfilling their orders for Juice.”
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