Designer: Design House
Project: Landmark roof tiles literature
Print-run: 40 000
Redland, a long-established roofing tile specialist, wanted something that stood out from its competitors when it commissioned product literature by Design House for its new premium roofing product, Landmark. ‘It’s an important new product range for us and we wanted to signal its importance and difference by having a rather different approach to marketing,’ says Redland marketing director Clive Jackson.
Out went Redland’s customary red and grey corporate branding, and in came a new cross-shaped logo, the strapline ‘beauty made timeless’, and striking new photography that eschews the traditional technical product shot approach. Photographer Lee Funnell’s full-page images of rocks in streams, trees in woods, and stones in fields are intended to convey Landmark’s emotive qualities such as the ability to blend into the English countryside, and weather well and naturally, thus giving the product a personality.
‘Tiles have a fairly boring image and we wanted to design something that appealed to the design literate audience – the architects – who specify them,’ says Design House designer Dan Johnson. ‘Lee had no experience of shooting industrial products – we wanted someone who would have a fresh approach. It’s a more emotive way of showing a product that doesn’t have an emotional feel.’
These nature shots are combined with aerial photos of the tiles in situ and a small number of standard close-ups. On the cover, one of these aerial shots is combined with the Landmark logo which is printed in the available colours of the tiles and mimics the right-angles of the tiles when they slot together. It is printed on environmentally-friendly paper stock with a natural, textured feel, and accompanied by an identity guidelines brochure, also by Design House, to help Redland ensure the new Landmark logotype is correctly implemented.