GRAPHIC DESIGNER / ART DIRECTOR
GRAPHIC DESIGNER / ART DIRECTOR
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Description: Heating, ventilation, and air conditioning (HVAC) product catalog. For use mainly by HVAC installers, architects and contractors for commercial applications.
Objective: Redesign the current catalog to match Daikin's visual brand standards, add new products and data, improve flow and reduce clutter.
Responsibilities: Art direction, photography, illustration, production. Collaborate with graphic support manager, copywriter, product managers, marketing directors, and engineers over content/data. Produce all files.
Employer: Goodman Manufacturing (Daikin North America) | Houston, TX
Software: Adobe Indesign, Illustrator, Photoshop
Daikin’s primary color palette was used consistently, to strengthen recognition of its visual identity. A secondary color pallet was created for use in graphics when needed. Additional white space greatly reduced clutter and eye strain.
North America is considered to be the last frontier for Daikin. They opened their first office in the US only 10+ years ago. To help familiarize the consumer with Daikin, digestible tidbits of facts/info were added throughout the catalog.
Product managers and engineers were interviewed to determine what they and our clients would like to see first to last and where they felt it should be placed. Input on font size and color were also taken into consideration.
The catalog is updated a few times a year and each time improvements are made along with the edits.
Clearly defined tabs, headers, and section dividers were added or redesigned to visually break up the content and improve flow and overall use. Each product and service was assigned a color.
All 3D renderings, photos and infographics were either redrawn, modified or recreated to match Daikin’s visual standards.
All technical illustrations, tables and graphs were modified or recreated too. Many were extracted from PowerPoint presentations, PDFs, Excel and Word documents. Fun!