Graphic design - CDA
BEFORE...
Our most important task was designing a simple, yet engaging layout to showcase CDA products. In order to do this we reflected on what does and doesn’t work with the current brochure, and also researched styles that would engage their audience.
AFTER...
Taking onboard the research, we created a style direction for the entire brochure, and designed templates for each of the main page types. We then presented these templates for a round of feedback on the design.
Once the page layouts were signed off, we had the task of gathering all the new data from CDA and populating it into the newly designed page templates, using data merge and a lot of spreadsheet management!
For internal proofreading we ensured that the tone of voice and copy were up to scratch, and that all images used were appropriate.
We agreed with CDA to work on the brochure in sections, so once we had proofread, it was sent over for feedback to ensure all the data they provided was correct and they were overall happy with the outcome. As there were a lot of sections, we kept all feedback for each section in its own individual trello card to easily keep track of the progress.
Print-readying the signed off version, ensuring all images are optimised and all documents are packaged up for the printers.
Zoe
She / her; green / blue. Zoe is a designer, daydreamer and self-anointed snack queen. Once described as “so awkward she’s charming” by a friend, there isn’t a day that goes by without her accidentally slipping in an innuendo. In winter, she hibernates in a blanket of books and netflix, but by late spring emerges with her trusty birkenstocks, ready to go on photography adventures and socialise with the neighbourhood cats. If she were a pokemon she would without a doubt be Pikachu, but a buzzfeed quiz has determined her to be a Magikarp. She’s a firm believer that buzzfeed quizzes cannot be trusted, under any circumstances.
Iulia
She / her. Iulia is Rusty Monkey’s animation, illustration and 3D expert. Responsible for making everything beautiful, she also dabbles in graphic design and UX design. Among her credits is an animated music video for local parody heavy metal band Evil Scarecrow. A talented artist, she showcases her work on her Instagram channel. She usually spends most of her time in some random corner of the house with a drawing tablet and a pen, scribbling away. Cat obsessed. Professional house plant killer. Autumn lover. Maker of things.
PROJECT TIMELINE
THE CLIENT
CDA Kitchens produce high-end kitchen appliances for an aspirational market.
THE GOAL
CDA came to us asking for help with a kitchen retail brochure refresh, where product data can be easily updated each year to showcase the current stock. It needed modernising so that it would better appeal to CDA’s affluent target audience, but it still needed to be recognisably ‘them’.
THE SOLUTION
To modernise the look of the brochures, we introduced a stripped-down layout style with clean lines and plenty of negative space. By combining professional product photography from our studio with inviting cultural imagery, we formed a brochure that is minimalistic and easy to navigate, yet still exudes warmth in order to create a stronger audience connection.
THE TEAM
Our creative guild, led by our graphic design expert Zoe.
THEY SAID
"Great team of creative talent here. Always take the time to listen and understand what you want from the project, are adaptable and responsive throughout and exceed expectations with delivery."
-- Carrie Cartwright-Owen, CDA
THE OUTCOME
A timeless, minimal brochure, which can be readily used and adapted for future editions. Its strong design represents a new era of CDA and has gone on to influence other pieces of design work, such as new starter welcome packs and promotional offer flyers.
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