THE GIANT QUORUM CATALOG REFRESH

Quorum came to us looking for a refresh on its monster 800 page lighting catalog. Used as both a sales tool and show room piece the current book wasn't representing their company as a family friendly product provider. Nor was it being viewed as a resource guide for interior designers, a functional aspect of the book Quorum intended for its catalog to have.

We began by focusing on the functional elements of the catalog first. We wanted interior designers to use this as a swatch book for lighting needs when decorating. The challenge was to make 800 pages of products appear organized and presentable from section to section and page to page. This was accomplished by putting less products on each page, using more open, friendly type faces, organizing reference charts and tables in very simple to read columns, incorporating detail views for each family and simply making everything look, well, brighter!

For the cover, we went away from choosing one or two product images to represent the whole book and instead went for a sophisticated confident design that made 800 pages look like the quintessential hand book in lighting fixtures. With their consumer catalogs this design made it possible to also incorporate images of people which is really who they are trying to illuminate in the first place.

The redesign has proven to be a huge success, was embraced by the sales team, and yielded a substantial increase in business for Quorum.