In January I got the interesting task to create a new catalog for our products. The deadline was clear: we would launch it at Fespa Digital in Cologne. We were talking about creating a new catalog for a while now. Our mother company Universal Woods Inc in the US had always created the catalog but we decided to start creating a catalog for our EMEA sales region, Europe, the Middle East and Africa. Not an easy decision, as that would mean there would be 2 different catalogs in circulation.
What convinced us to go for the EMEA catalogue was the fact that the cultural differences between the US and Europe are to important. The images that our colleagues in the US sometimes choose to put on our items are not always that familiar for us. American football for example is a sport that is not common around here. Also weddings look different in the US, graduation or prom are a big deal in the States, but we know it only from films, … When we show our products to our customers, we want them to relate to the images, we need them to get inspired.
We needed a catalog that really spoke to our EMEA customers.
We didn’t have product shots of every item, which was a first step to take care of. For the new catalog it would be essential to have pictures of all our products so I insisted on hiring a professional photographer to take nice pictures of every item we have. This was quite a challenge, because we had more than 450 products to take a picture of.
The job took a lot of preparations: First we had to collect all items and label them with the right item numbers, then we had to put some items together like the clocks or serving trays. We also made sure we took all the foil off and all dust was removed.
Taking the pictures took 3 days and putting a path around them in Photoshop another 4 days.
We chose to make pictures of the blank products (not sublimated), because it would take less time to photoshop images on the product shots than really sublimating them. Also if clients would like to receive pictures of our blank products, this would be possible. Photoshopping pictures on the product shots took another few days.
Then it was time to think about the layout of the catalogs. We decided to make 3 different catalogs: 1 for every brand we have. It makes it clearer to people which item belongs to which brand. Our main goal was to make everything as clear as possible. No more lists you have to search in, but all images with matching item numbers.
So I did. I made 3 catalogs all with the same lay out and style, but clearly separated for three different brands. The repetition in layout and style provides for recognition, ease-of-use and clarity.
The next step is to make a box to put the 3 catalogs in for an extra professional look.
It was a big job and the time pressure was high, but the result lies on the table now and as a team we are very happy with the result and we hope that you will like it as well!
Take a look!
Liese van den Broeck trained to be a graphic designer. She joined the Universal Woods EMEA team in 2013 and has grown out to be a sublimation expert ever since. She has spent a lot of time working hands on at the heat press and designs all flyers, brochures and catalogues but also all samples that are shown at trade shows. Don’t hesitate to contact Liese with graphical questions at email@example.com