Fluke Calibration needed to update the content of their products and services catalog. For this update, I decided to redesign the overall look of the catalog to make it more contemporary.
Old back/front covers
New font/back covers
Catalog last updated three years ago
Since then, product line and services expanded
New look to go with new products and services
Old table of contents
New table of contents
Strategy and Solution
Maintain similar color scheme
Maintain abstract theme
Convey technology, measurement and calibration
Convey idea of “new”
Rather than a complete overhaul, I wanted to maintain a sense of familiarity associated with this catalog. To do this, I used a similar blue color scheme but went to the darker end of the spectrum to create a more refined look. I also kept the background visuals abstract, because this catalog covers a vast amount of products and services; I did not want to get too specific or literal and place emphasis on a particular product group. The internal layout of content was retained as well, with only minor adjustments, to keep the familiarity of the previous version.
To convey the sense of “new,” I incorporated angles into the visual theme to make the cover, table of contents and section dividers look dynamic and contemporary. Different abstract backgrounds were collaged together to imply new technology and technical measurement. Transparency and gradation helped to create depth and movement.
Old section divider spread
New section divider spread
Contemporary redesign with a familiar feel
Visual update reflects progress of Fluke Calibration products and services