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For AT&T Consumer Products and through
its evolution to Lucent Technologies, we developed a bi-annual
series of industry-standard,
full product catalogs
directed to the retail trade.
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These catalogs introduced a host of
user-friendly,
market enhancing innovations:
Click images to view
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| Bound-in
'stepped' sections made it easy to consult specific product
categories. |
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| Fold-over
back cover not only put the individual sales reps' business card
right up front, it prevented embossing of the 'steps' onto the front
cover. |
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| Lifestyle
photography enhanced product quality image, demonstrated products
in-use and were available for a wide range of additional marketing
applications. |
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| Photo
situations and real life casting cover a broad range of racial and
socio-economic strata -- including unique location, such as The
Special Olympics |
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| Conceptually, we linked section 'openers' to an
over-the-decades retrospective of the company's impact on technology
and its role in society. |
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| Unique
longframe photography allowed up to focus both on the product and
its lifestyle environment. |
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| By grouping
'shared features' on the bottom of every page, we highlight each
product's USP (unique selling proposition) while eliminating graphic
clutter. |
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| TechKnowledge pages introduced and explained
emerging technology. Plus they were an ideal way to achieve the
right number of pages per section as dictated by production
requirements. |
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| A matrix
for each product category allowed the trade to compare product
features at a glance. |
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