The Challenge
Pritchard and Associates, a marketing partner of Atom Graphics, handled the writing and project management of the Lux Windows catalogue, while Atom Graphics took care of the catalogue design. Lux Windows and Glass Ltd. required a catalogue that would show their full line of windows and doors. The catalogue needed to function as a sales tool for the Lux sales team who required a support piece to help explain available options to clients, such as window or door type, finishes, glass options, materials, and colours. Lux also needed this collateral to show clients a variety of design ideas and applications of their products. No comprehensive catalogue existed, so it was time to get started.
The Solution
As with other projects, Atom Graphics teamed up with John Gaucher Photography to gather crucial imagery. Once John finished taking stunning photographs of various Lux products in many locations, it was Atom Graphics’ turn. A ‘colour tab’ system was employed, making it easy for users to quickly find the section/s they needed. The photography was given first billing, telling the story throughout the catalogue. The Atom Graphics’ team created elegant design and typography treatments, paying careful attention to harmonies of colour, balance, and proportion. With the inside rich in awe-inspiring photography, the team opted for a subtle illustration on the catalogue’s front cover. A simple treatment of light shining through windowpanes relates well to Lux’s tagline, ‘Let the sun shine in,’ and provides some mystery, piquing curiosity as to what lies within. A clear foil and blind emboss treatment of the Lux logo on the cover serves as an understated but luxurious identifier.
The Results
Innovative grid systems for content, and a contemporary, earthy colour palette make this book a pleasure to look through. It wouldn’t be out of place on someone’s coffee table, and provides a comprehensive, intuitive understanding of Lux’s offerings.
Homeowners, contractors, and builders alike commented on Lux Windows’ stylish new look. All found the catalogue visually stunning and easy to use. For Lux Windows’ salespeople, it enhanced their ability to describe the company’s vast product line in a more efficient manner, and significantly reduced the time involved in completing the sales cycle.
Related project: Lux Windows website
