Water Engineering Sales Collateral System
Case
Background
Marketing Asset Systems
Proposals & Presentations
Sales Collateral Design
Cleanflo Water Technologies is a Canadian manufacturer of water reuse and treatment systems for commercial, municipal, industrial, and residential applications. As its offering expanded across four core product lines—along with custom configurations, extensions, accessories, and integrations—Cleanflo needed a clearer way to communicate both individual products and complete water-management systems to engineers, contractors, distributors, and decision-makers.
Challenge
Cleanflo’s existing materials consisted of dense, engineer-led documents, separate PDFs, technical drawings, and manually assembled sales information with little visual or editorial consistency. The challenge went beyond presentation: complex technical information needed to become easier for sales audiences to understand without removing the specifications and system detail required for technical evaluation.
Approach
We approached the engagement as a communication system rather than a series of standalone brochures. Working directly with Cleanflo’s lead engineer and Manager of Product Development, we established the information hierarchy, identified where copy needed restructuring, and developed a three-level sales journey—from a quick introduction, through product and application exploration, to detailed technical evaluation.
Solution
We created a modular 32-page solutions booklet that also works as individual 2–3-page sell sheets, then extended the system into a trifold overview and 54-page technical catalog. Consistent grids, specification tables, imagery, icons, and custom isometric diagrams clarified how products and systems work together, while an event backdrop, two modular panels, and branded tablecloth extended the campaign into trade shows and industry events.
Impact
Cleanflo gained a scalable sales system that reduced one-off collateral needs and made complex product conversations easier. Salespeople and distributors can extract relevant pages for prospects, prepare proposals faster, and use the publications as shared visual references; the design direction also informed Cleanflo’s subsequent website. Most importantly, Cleanflo reports that the new materials have helped secure new clients, connecting clearer communication directly to business development.
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