PSG, a Dover Company is the largest client our office services. After 3 years with the previous branding, the client requested a brand refresh using the brochure covers as the pilot project.
Previous creative positioned the product secondary to all the possible applications and industries it was used in. My approach was to treat the product larger than life placed in the industry it dominates in the marketplace. By simplifying the composition, the product becomes the focus and consumers quickly identify why this product belongs in their facility.
The rebrand was rolled out in 2 phases. Phase I was the simplification of content, a photoshoot of all hero product captured at a low ¾ angle and identifying which application imagery resonated the strongest for the appropriate industry.
PSG Product Brand Brochure
Photography: Efren Beltran
Agency: DeanHouston, Inc.
Phase II ... Wilden Pro-Flo Series Brochure
Phase I ... Wilden Pro-Flo Series Brochure
• previous creative
• concept pitched and approved
• hero product photograph
• prominent application environment
• final brochure cover
In Phase II of the rebrand we incorporated a white footer and notched corner in addition to a custom matte photo treatment. The second rollout required creating 30+ brochures covers based on the new creative presented and approved.
