Complete Tile Product Catalog Kit

My challenge was to create not just a porcelain tile product catalog, but a selling tool that would attract designers and architects. Physically, the tool needed to have a specific presence in an interior designer or architects library, all while staying within our small budget. I did this by dividing up all the porcelain tile collections into separate brochures. This way, higher selling collections or new collections could have more printed if need be, and the outdated could just be tossed or phased out without wasting an entire merchandising tool. I also advertised a feature for each tile collection as a specific selling point (Ex. Linear look or Anti – Graffiti, etc.). I designed the illustrations/concepts and created the copy for each feature as well. Next, we needed better images showing the installation of the tile in commercial settings. I hired photographers around the country to take real life installations of our product, as well as, rendering artists to create digital room scenes using our product. If a project was local, I went and photographed it myself. I put all this together, along with a specific “Technical Information” brochure that shares, with the architect and designer, the information needed to either “spec” the product, or to give it to their contractor. Now that I had my working pieces, I had to find a way to package everything into a set. I designed a 3 ring binder with a 3” spine that could show the distributor brand name, website and 3 main selling points of the tile. Now the product catalogs officially had a presence placed inside the large binder. When put on a designer libraries shelf, it stands out. The binder also contains an usb with all the product brochures loaded on to it. Iris U.S. sales began to rise immediately with my comprehensive and cohesive sales tool. This tool has been so effective that it was debuted at the Cersai Show in Italy last year.