“Can you help us stand out more?”
Hitachi Construction Machinery manufacture – along with other machinery – a range of extremely large excavators and rigid dump trucks. They were seeking help with their marketing brochures for their excavators and we were recommended to them by the Customer Engagement Specialist we’d been working with at Sunsuper. Hitachi Construction Machinery had been relying on the qualities and features of their machines to sell themselves rather than creating marketing to capture attention. In today’s world with so much competition, a humble approach wasn’t serving this big brand.
Our strategic solution was to help evolve the design of the product brochures to ensure they captured the attention of the company’s target market, not just inform them.
Even though we had a pretty rigid structure and brief to adhere to, we set out to help the brand pivot their marketing approach. As we subtly evolved the design of their excavator product brochures, we paid attention to every little detail. Even something as simple as comping in a bright blue sky and sunlight to glint off the body of the excavators did wonders in making the brochures more engaging: no one feels inspired by a drizzly, concrete-grey sky.
We’re honoured to be trusted by such a significant and impressive brand. The brief has come in as “same but different” for each of the 5 excavator brochures we’ve designed for Hitachi Construction Machinery.
And while respecting what came before, we’ve found plenty of scope to keep the layout fresh and ensure each brochure looks and flows better than the last.
We created a grid for the layout so that each spread can be laid out quite differently while still feeling like a part of the one design.
While we set out to engage, we also helped with the “inform” side of these product brochures.
Our in-house editor polished the copy to not only make it more grammatically correct but to ensure it is engaging and succinct as well.
– I couldn’t be more proud of what we have achieved together.
