ION | IQ Product Brochure
ROLE
Project management, competitive research, print vendor communication, wireframing, branding, visual design, photography, illustration, proofreading, press check
HME (HM Electronics, Inc.) is a global leader in QSR (quick service restaurant) technology. With over 40 years in business, the company was the first to introduce and implement the wireless headset system in drive-thru restaurants, evolving into always-connected hardware products and enterprise-level SaaS offerings.
Overview
HME was releasing it’s next flagship product and wanted a product brochure that would stand out, primarily in a trade show environment. They also wanted these to be budget-friendly.
Problem
I designed a landscape brochure centered on lifestyle photos that told the story without copy. Its unusual size made it stand out among other brochures. I also asked the printer for a satin flood finish and added glossy UV on the product photos to make them stand out even more.
Solution
THOUGHT PROCESS
I reviewed the company’s product brochures and found they were all gatefolds, some with tear-off prepaid mailers to request a sales rep. That felt outdated since customers can contact reps instantly on the website. I checked competitors and saw they also used gatefolds. I then worked with a print vendor to find unusual but cost-effective sizes. I pitched the idea to stakeholders and got approval. After several wireframe and branding iterations, I teamed with a copywriter and product manager to create the content, then handled photography, illustration, and visual design, and received final stakeholder approval to proceed with printing.
The wave shape comes from the product fixing sound issues in quick-service restaurants. I added a subtle binary pattern of 1s, 0s, and straight lines to show this is the first HME headset using digital audio instead of analog.
The brochure debuted at a trade show as part of the product’s go-to-market plan. Attendees said it stood out among the pile of brochures. The approach worked: current and potential customers called HME’s sales team to buy the product.
Results
IMPACT
Increased sales leads
Increased conversions
Increased revenue
Increased market share
Increased brand perception as industry innovator
Full page spreads.