This format, a 12 page booklet with a strong cover and use of solid colour throughout, is inviting, and looks consistent from page to page. By clear-cutting the product photos up to 8 products are laid out on a page using an orderly grid.
Layout on a grid helps create the look
I made some layout conventions, including typography, for product category headlines, sub-heads and text placement describing each product for the 2016 launch catalogue. I carried these over, with further refinements, in the 2019 catalogue as this is the second in a series of brochures. From one end of the design process to the other client review and dialogue about each layout was key to improving the page design as a user-friendly stage for the trailers to shine.
The design conventions mean each page is laid out carefully to include diverse and difficult material, product names and intros, pictures of various sizes, captions, a contents page and so forth.
Feedback from customers on the 2016 catalogue was that the brochure be more pictorial, less wordy, more disciplined, this no-nonsense specification applied to the writing style enabled polished visual results, words and layouts interact freely.
Variations on the grid, strong typography and deliberate use of white space makes for efficient layouts and no need for decoration
The grid is a rigid foundation but it is by no means inflexible or static, with planning and discipline variations on the grid were carefully built. The strong product category typography of large all-capitals creates a stage that allows the reader’s eye to settle on the heading. The “stage” remains constant from page to page, variations in typeface and type treatments from headlines to image captions and body copy let the reader know the information is different.
The names MTC, Chieftain and SDC repeat throughout with disciplined graphic treatments that are effective at underlining their authority and making them look important.
This brochure included the proud announcement that MTC, as well as being Chieftain Trailers’ New Zealand agent since 2014, they are now able to offer bespoke trailers from the UK’s leading trailer manufacturer freight trailer types and models SDC trailers. These two high quality product ranges from Europe and the MTC brand are all distinguished from each other instantly in the brochure by the strong use of solid colour.
The design challenge was to meet MTC, SDC and Chieftain’s expectations of their brands being distinguished from each other beautifully in a product catalogue that looks terrific and customers find useful.
More work for MTC Equipment
Client: MTC Equipment
Design, art direction, copywriting, desktop publishing: MagentaDot Brands.
Photography: Client, MagentaDot Brands