Michon has been appointed by Homecraft Ability One, the rehabilitation products group, to design eight catalogues as the company broadens its international reach and begins to target consumer and corporate customers. It is the first time a design group has been asked to create the catalogues.
A Homecraft Ability One spokesman says the catalogues have doubled in size and are reaching a much broader audience.
‘Our main customers are still the local authorities, hospitals and NHS trusts, but there is a growing trend [to sell to] corporate companies and private individuals,’ he explains.
Michon senior creative Dave Pettitt says the consultancy was briefed to deliver an international theme and focus on useability. The challenge was to portray functional products in an approachable way, he adds.
‘We felt that a highly sophisticated look would be the wrong way to go and we have used bright colours and abstract photography to give a feeling of approachability and excitement,’ according to Pettitt.
‘We’ve also incorporated the concept of a globe to give an international feel,’ he says.
The consultancy was appointed following a four-way pitch and the first of the catalogues will be published in October.
Homecraft Ability One was known as Smith & Nephew Rehabilitation until its purchase by American rehabilitation giant Sammons Preston in March this year.
The company sells rehabilitation products ranging from exercise equipment to functional pieces such as cutlery, for paediatric, elderly and disabled patients.