Noark Electric
Time Frame: 2022-2023
Position: Freelance Graphic Designer
Noark Electric: Marketing Materials, Advertisements, Layout Design
Revamping Noark Electric's catalog was a testament to problem-solving through design. Faced with cluttered layouts and poor readability, I embarked on a mission to reimagine their catalogs. The target audience are engineers all over North America, providing a challenge of adapting to their technical language. Sales teams, who are not engineers, also needed improved navigation to increase the efficiency of their pitches. The new catalog needed to make sense to both of these groups, and serve as a bridge of communication.
By harmonizing content and imagery, I not only enhanced readability but also curated a cohesive brand narrative. Each page spoke clarity and sophistication, ensuring improved comprehension of their product offerings and increasing trust in Noark’s expertise.
Old Catalog Cover: I believe that this cover was a great launch point to this project! I did love the Avenir font choice, and was happy to keep this in the next design iteration. My objective was to simplify the imagery, and bright the color selection.
New Cover: I decided to lean into minimalism and use a clean white background. The Europe branch of Noark used a green grid on the cover, which I believe would also work well in North America as well. Overall, this cover is more attention grabbing than the previous version.
Old Table of Contents: This is an example of where I aimed to increase reading efficiency. I love the creativity of this layout, but it takes a lot of time to decipher where these products are located by going around an uneven circle. I wanted to show a version that has more structure.
New Table of Contents: I used a grid to layout each image, making clean lines that are easier to read. The company also decided to switch the images from before the table of contents to after.
Old Introduction : This is an old outdated company stock image, and ultimately was no longer the first impression Noark wanted to make on their customers. They thought that these two pages could be condescend into one, and simplified. I agreed completely with this choice.
New Introduction/Table of Contents: Now their first page highlights important information about their company that is easier to digest.
Old Catalog Spread: Now on to the fun stuff! This is an example of the previous grid showcasing products, full of technical jargon. This layout does save space overall by showing multiple groupings of parts, which would shave off printing costs. However, this company is migrating to offering their catalog online, so it is a great opportunity to reimagine and simplify these grids.
New Catalog Spread: I brightened up this spread by using more greens; they have multiple shades in their branding. I chose one shade of green per section, and changed the opacity if I needed a lighter color, which creates visual unity as opposed to mixing warmer and cooler toned greens on the page. By getting rid of the dark bar on the top, the eye will now anchor on the product photos. Now with smaller grids, I could increase font sizing and make more use out of the space.