Carnegie Xorel Artform
Carnegie came to Concept A for support designing and producing its new Xorel Artform Acoustical Panels brochure, which would introduce new panel shapes into the collection. Our challenge was to break free from the company’s current brochure standards by increasing the size of the piece, and by refreshing the overall aesthetic with a new layout.
As we crafted the brochure, we focused on Xorel first as a textile to capitalize on brand awareness for its industry leading performance and sustainability attributes. As a secondary message, we highlighted the idea that Xorel is taking shape in both form and function as a finished acoustical panel solution.
Deliverables
- Brochure
- Illustrations
Our Role
- Print Design
- Print Production
Team
- Katrina Scharrer—Design, Illustration
- Andrew Dull—Design, Creative Direction
- Kim Lisa Sobotta—Strategy, Copywriting
Brochure
To create a “look book” aesthetic, we designed a deliberate type hierarchy for headlines, which are black instead of Carnegie’s traditional grey. We intentionally placed imagery throughout, moving from vibrant to neutral and back again.
“This highly visual brochure has been a tremendous asset to the selling team. It’s our main sales communication tool and is inspirational and informational to our target audience.”
Purposeful Design
We utilized a unique paper stock for the Design Ally section of the brochure to distinguish this service as a differentiator. Here, the focus of the imagery is less about product and more about the design process, emulating a mood board and its tactile properties.
“So far this brochure has been met with great enthusiasm from our sales force and their clients. At NeoCon, for instance, we could not keep the brochures stocked. We blew through the lot of 2,000 that we had sent for the show and had to send an additional 1,000.”
Illustrations
Refined line drawings convey essential details about the acoustical panels and demonstrate the product’s functionality.
“The distribution of the brochure remains strong. We have a continued demand from our sales teams, and our client base is responding. I believe this is due to the aesthetically attractive layout and visual content, and the rich, clear, and concise product information.”
Partner with Us
Let’s work together to design the future of your brand. Tell us about yourself, and someone from our team will be in touch to schedule an appointment.
Partner with Us
Let’s work together to design the future of your brand. Tell us about yourself, and someone from our team will be in touch to schedule an appointment.