How do you make your company stand out in a city as vibrant and vivacious as Las Vegas? If you’re looking to market your product under the shine of the city’s dazzling lights, a standard old brochure isn’t going to cut the mustard.
This was the challenge at the top of Pro-Form’s minds when they met with HGB recently. The automotive accessories manufacturer were two weeks away from landing in the Nevada Desert for the world’s leading automotive accessory trade show, SEMA. Attracting more than 70,000 buyers, the event is one of the biggest automotive specialty product trade events in the world.
Based in Hamilton, Pro-Form’s purpose is to transform transport, whether it’s making vehicles sportier, more functional, or more durable, through its range of automotive accessories. Excited about the opportunity that awaited them in Las Vegas to build relationships with global buyers, Pro-Form certainly wasn’t taking any chances when it came to their marketing collateral.
Pro-Form’s brief to HGB was to redesign their key company brochure, giving them a fresh new look to take to the international stage. The brochure would also act as a foundation piece for the company’s future visual brand.
The odds were in their favour when they met with HGB directors, Kylie Harcourt and Jacqui Gage-Brown, who specialise in creating marketing pieces that make an impact.
Kylie and Jacqui kicked things off with an energetic meeting with CEO Nick Smith, Marketing Manager Brook Daly and the Pro-Form team, asking insightful and in-depth questions to get to the crux of what drives and inspires the company. HGB designer Dan Zainey also took part in the meeting, soaking up everything the clients said to help fuel his design vision.
After distilling and analysing the responses, Jacqui and Kylie presented their findings back to Nick. This included key messages which captured the shared values and common themes that arose in the meeting.
Once Nick confirmed HGB was on the right track, Kylie and Jacqui worked with HGB designers to develop a design concept that connected to the company’s core purpose and key messages. Research was carried out to make sure the design would resonate with the global client base, as well as New Zealand buyers.
With the concept in place, the foundation brochure was developed.
Nick and the team felt HGB had nailed the brief. Pro-Form now had a statement brochure to take to Vegas, as well as a new design vision that would carry them into the future.
“The resulting brochure was similar in terms of information, but that’s about where the similarities ended,” says Dan. “It was more ‘manly’ in appearance but had been designed to reflect Pro-Form’s value to inspire transformation. As the company’s tagline says: Want it, Learn it, Try it, Earn it, and we delivered a corporate brochure that did just that!”
Pro-Form’s director, Nick Smith was extremely pleased with the outcome. “It was really neat seeing our customers eyes light up as they flipped through the brochure. Thanks to HGB’s design elements, it was far more engaging than any brochure we had made in the past.”
The look was also rolled out across a new business card design, and a USB business card. What’s more, the project was turned around in ample time for Nick and the team to catch their flights to Las Vegas.