IdealWork
Catalogue System
The catalog has always represented a content of primary importance for
B2B companies: the distribution network’s perception of the Company (and consequently the Company’s diffusion on the market) pass by this communication tool, however obsolete it might seem.
Therefore the creation of a new catalog often becomes a delicate part of the process, not only in commercial terms but also in terms of self analysis that the brand makes.
Twenty years after its foundation, the Company, which manufactures micro-cement coatings for architecture, has started an overall rethinking of its communication strategy beginning with the renewal of the website and culminating in a real rebranding.
In this process, one of the most important moments was the renewal of the entire range of product catalogs.
Agency
DigitalMindClient
IdealWorkYear
2018-2019Services
Creative Direction, Concept, graphic design, copyright, illustrationRe-design a full collection
First Analysis: catalogs were not able to meet the new needs of the business. They presented the Company as a simple, albeit reliable, manufacturer of materials, the commercial target of which was strictly limited to the building sector; the real intent was instead to highlight the consulting character and the service-provider nature of the Company presenting it as a safe partner for both the construction company and the
designers of the project.
A commercial innovation at the basis of an aesthetic revolution: communicating directly to the architects, in their own language, focusing on their projects, they were given the possibility to choose and request for themselves the materials and the certified laying of Ideal Work.
It proved to be a winning strategy especially in advanced markets.
Second Analysis: we wanted to achieve message coherence hence, rethinking the catalogues proceeding one by one would prove ineffective.
We reached our goals implementing graphic and stylistic coherence and developing a concept which could be adapted to all catalogues and all products . The result gave strength and credibility to our work.
All the catalogues would share the same structure, typography and color palette. Contents would be changing and placed at the center of the project. Each new catalogue would be different from the others.
A clear example of this is the cover system: which shows the same graphic grid for all catalogues while paper, prints and processes would recall every single material.
Nuvolato Architop
It is the first born of the Company and the one with more history among the entire product catalogues: a grey uncoated paper to simulate the roughness of concrete, printed with an eli style typical of cloudy concrete and brutalist industrial floors.
Microtopping
It is the most successful of microcement lines: versatile walls and floors with a contemporary look, soft and warm to the touch. For this line we opted for a light grey color, a soft touch paper and light streaks.
Lixio
This is an extremely trendy product, despite the classic allure of terrazzo floors. We chose the most characteristic variation of microterrazzo: a beige color for the grit and a pink print for the cement base; all glossy coated like marmorino.
Rasico
It is the first catalogue for an outdoor line, rustic like clay and modern like rough cement. To highlight the depth (o se figurato importance) of this effect we decided to add dry a marked dry print to an already very rough uncoated paper.
Stamped Concrete
In continuity with Rasico, we opted for a beige paper imprinted by dry print like rock printed concrete to give depth and texture.
Acid Stain
This is Nuvolato’s “acid” brother. It has the same rough base smoothed through the acidified treatment. It was replicated with a matte beige-color coated card with an overlaid corten color cloud.
The real big novelty, proof of a renewed commercial and product strategy, was the decision to organize all the main products into two separated areas of application: Indoor and Outdoor.
These two groups mirrored different applications and esthetic needs, that sometimes were very far from one another yet deserving both a dedicated catalogue. The result was the creation of two theme catalogues, containing four lines of products each and a guideline on how to choose the most suitable option.
Indoor
Microtopping, Lixio, Nuvolato, Acid Stain and Purometallo are lines used mainly for indoors. Though they differ both technically and aesthetically they share a fast application and a reduced width. They are particularly suitable for remodelling projects.
Outdoor
SassoItalia, Rasico, Stenciltop and Stampato are all solutions for microcement outdoors. They all show the same characteristics of resistance to atmospheric agents , to foot traffic and a high roughness;. Their appearance is very different though:: bare rocks, rough concrete, paved floors and cobblestones are all outdoor options.
Re-thinking technical data sheets
Our goal is to provide a thorough and detailed technical data sheet, containing useful information and advantages of the product, color shades, certifications, architectural stratigraphies and application guidelines; essentially everything the user needs to be aware of to make a correct choice.
