The Creative Challenge
Carlyle Johnson has developed and manufactured industrial clutches, brakes and power transmission solutions for over a century. With a product line that includes standard and custom models, and with the company’s wide range of applications, Carlyle needed printed materials and a new industrial brochure design to communicate the benefits and details of its product line.
The company’s existing 100+ page catalog was expensive to produce and difficult to update, and was distributed to customers as Carlyle’s main piece of marketing communications. With information and specs for each product model, the catalog often presented customers with much more information than was needed, and feedback was the piece was overwhelming. Additionally, overarching brand messaging was lost, and due to production costs model information became outdated.
As part of our full service marketing support, Stifel Marcin worked with the client to review their challenges. We then came up with a unique solution for their printed assets that helped lower costs, improved brand communications, and supported easier revisions and updates.
With a new and flexible piece, we successfully increased visibility of important brand benefits while maintaining engineering details. Delivered in both print and digital versions, our new industrial brochure design was quickly appreciated by the in-house sales and project management teams.