Brochure design agency breaking boundaries between trade and consumer messaging
Background:
SILKA is a complete range of super-insulated and futureproof aluminium windows and doors, launched by parent company New World Developments in summer 2023. SILKA briefed Balls2 Marketing in late 2022 to support its product launch in the UK and Ireland. A key part of the creative campaign was brand ideation and the marketing collateral we felt would best support this.
Our tone of voice needed to seamlessly communicate with a trade and consumer audience in quick succession, and at the centre of this was a 56-page glossy magazine-style brochure. The brochure was intended for display in showrooms and to assist the SILKA sales team and trade partners in presenting and selling the SILKA range to homeowners.
Action:
The idea began as a clear, simple catalogue including the full range of SILKA Aluminium Windows and Doors. As a marketing agency with extensive experience in glazing, graphic design and copywriting, we brainstormed content and considered what the consumer audience wanted and needed to engage with SILKA. This resulted in an expanded brief and far bigger project.
The Balls2 Marketing team includes trained graphic designers, journalists and magazine editors. We therefore pooled our unique in-house expertise to present a 56-page glossy magazine-style brochure to our client, intermixing independent, informative and lifestyle-led features such as – ‘Why energy efficiency needs your attention’ and ‘Your 6 extension essentials’. These articles preceded beautiful SILKA product pages, annotated with simplified specifications and technical details. Our page planning meant the brochure highlighted a series of key concerns, advice and talking points for consumers embarking on home renovation projects, minus the sales speak, then presented the SILKA products that could provide them with a solution.
The change in concept, guided by the Balls2 Marketing editorial and design team, delivered a standout brochure for SILKA that exceeded expectations and raised the bar on competitor’s products.
Results:
- Client entrusted Balls2 Marketing with final sign-off for print
- Client commented they ‘had never seen anything like it in the industry’, helping towards SILKA’s marketing objective of being seen as revolutionary
- Initial print run of 1,000, providing both a sales tool and physical marketing material for the SILKA brand
- Used by SILKA trade partners and sales teams to demonstrate SILKA products in an impressive and engaging format
- Included in the SILKAselect Partner Portal as a premium feature. Selected trade partners can download and/or print the SILKA Consumer Brochure as an exclusive marketing asset
- Balls2 Marketing was briefed a further 5 SILKA literature projects within a month of brochure completion
