For more information please contact:
Ken Monnens or Stacey Lawrence
901 Gilman Street
Berkeley, CA 94710
T: 510.528.2000
F: 510.528.2008
ken@kenCreative.com
stacey@kenCreative.com
Product Catalog and Brochure Design
Grainger, the leading distributor of MRO supplies in North America, underwent significant brand exploratory research in 2001 to ensure a relevant and meaningful brand positioning among its customers. kenCREATIVE partnered with Grainger to translate both quantitative and qualitative research findings into a new strategic communications platform. We applied the new positioning, "Grainger helps you get the job done," to several key marketing tools. This included the cover and introductory pages of Grainger's 2002 General Catalog — the company's primary sales tool, and the largest catalog print run in the United States.
Our successful completion of Grainger's 2002 General Catalog lead to the assignment of designing brand standards for all print collateral.
Our design system provides a consistently branded means of organizing the vast portfolio offerings into product and service groupings. An important brand attribute that is visually supported throughout is that Grainger provides easy access to product information; thus, copy is concise and key information is highlighted using special graphic treatments.
A primary color palette, two type families, real-life photography and a duotone illustration technique are all assembled in a 36-unit grid to create the consistent "look and feel" for the brand.