Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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serconet
Home Technology
SerCoNet was just starting up and was looking for a
brochure that would position them as a major player in
the industry. To portray the company as innovative, the
design team developed a very dynamic and eye-catching
promotional package filled with die-cuts and interesting
angles. “Because they also wanted us to portray them as
revolutionizing home networks, we tried to create a balance
between technology and home throughout the brochure,”
says art director Tamar Lourie. “Also, because the product
itself is something on the wall with a whole area of tech-
nology hiding underneath, we wanted to create a feeling of
multiple layers.”
Inside the pocket folder is a company overview brochure
and several product specification sheets. “The data sheets
were more technical, while the pocket folder and overview
brochure were more metaphorical,” adds Lourie. For the
cover of the pocket folder, a custom-designed illustration
was created to help portray the company’s unique message.
“We came up with a metaphor for the cats-in-the-cradle
game. The hands symbolize the home, the string symbolizes
connectivity, and the typography represents the different
applications that they do,” notes Lourie. “It was a unique
image that really represented the company with both the
home and technology parts working together.” The entire
package was printed in four-color process with the pocket
folder laminated for durability. The piece was distributed to
vendors and retailers in the communications industry.
CLIENT:
SerCoNet develops a range
of products for networking
applications that target home
and small office networks.
FIRM:
Jason & Jason Visual
Communications
CREATIVE DIRECTOR:
Jonathan Jason
ART DIRECTOR:
Tamar Lourie
DESIGNER:
Dalia Inbar
PHOTOGRAPHER:
Yoram Reshef and
stock photography
COPYWRITER:
SerCoNet
ABOVE: To create distinction for
the home networking company,
the design team created a unique
cover image that sets the tone for
the promotional package. The
hands symbolize the home, the
string symbolizes connectivity,
and the typography represents
key product attributes.
What Works
The innovative and dynamic promotional package helped
to distinguish the start-up company in the communications
industry. “In the days of a turbulent economic environment,
it is a must for companies to use a single one-shot image
to grab attention and deliver their message,” offers
SerCoNet COO Yaniv Garty. “Jason & Jason were able to
visually capture our messages and turn our vision into a
set of collateral that really works.”
Graphic Design That Works
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Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:207
Text (DS)
W)
06
ABOVE: Inside the pocket folder is
a company overview brochure and
several product specification
sheets. To portray the company
as revolutionary, the design team
developed a layered package filled
with die-cuts and interesting
angles—balancing both aspects of
technology and home.
207
194-215 84823 12/12/05 8:10 AM Page 207
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