Collateral takes a starring role.

When is a catalog more than a catalog?

When it goes above and beyond. IBM, a long-standing client, called on us to develop a catalog series promoting a variety of new programs — from green initiatives to IBM’s new Smarter Planet framework. But the pieces needed to do more than just provide an overview of products, as is the typical job of a catalog. They needed to create demand among the C-suite and other line-of-business prospects.

So instead of just designing a nice receptacle for a detailed comparison of features that ultimately might not persuade high-level business executives, we concentrated on bold graphics, conversational copy, compelling quotations from IBM customers, and even vignettes that told amusing stories about the products. It was all designed to give the common catalog a makeover — and drive tremendous demand in the process.