From Product Catalog to Sales Tool
Case
Background
Sales Collateral Design
Marketing Asset Systems
Powertec is a Southern California fitness-equipment company specializing in strength-training systems for home and light-commercial use. In late 2017, the company set out to replace its existing product catalog with a more premium, image-led sales piece that could support both print distribution and its e-commerce channel.
Challenge
The existing catalog was text-heavy and, in the client’s view, felt closer to apparel marketing than the premium positioning of its equipment. Powertec wanted the new edition to communicate the character of a luxury performance product while retaining its established black-and-yellow identity—and initially invited several designers and agencies to propose a direction before committing to the full catalog.
Approach
Banedsgn approached the catalog as a communication and production system rather than a sequence of individual pages. We first advised on photography, including camera angles and lighting, then developed a complete wireframe mapping product features, lifestyle and exercise imagery, specification tables and chapter divisions; content and placement were approved before finished design began, moving major decisions upstream and reducing uncertainty during production.
Solution
Our three-page test concept was selected for the full project, establishing an image-led direction built around restrained copy, dramatic product presentation and Powertec’s black-and-yellow palette. We developed the resulting 64-page catalog in approximately 10-page milestones, delivering print and digital editions with QR codes and trackable Bitly links that connected individual catalog interactions to Powertec’s online product experience.
Impact
From concept selection in November 2017 to final delivery in January 2018, the complete 64-page catalog was produced in roughly three months. Because photography, page architecture, content placement and graphic structure had been agreed before full production, design-stage revisions remained minor; the selected direction also carried into Powertec’s 2018 catalog cycle, extending the value of the original system beyond the initial concept presentation.
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