For this project, the first thing I needed to do was write and develop the materials that would turn an intimidated sales force into experts in the field. Research, strategy, and distillation were paramount. Which meant that I had to take a deep dive into the drink myself.
Such a complicated topic required a system of collateral that would work together. Every piece had to be easy to reference and provide content starting at a broad overview and going all the way down to the specific technical data. Simple metrics and tools needed to be developed to pair a user’s needs and skill with the equipment that was perfect for them.
Reception • Result • Reviews
“All we had at the beginning was a problem. This huge project was taken from concept stage all the way to execution seamlessly. The exacting research, clear content, and stunning design that was done on such a massive level is astounding. Each of the pieces is so detailed and rich in information, and they all work together perfectly. But the true beauty of this campaign is that the finished pieces are so elegant and interesting that they pull you into looking, then reading, and then understanding.”
Suzannah Stephens
Marketing Manager, Grindmaster-Cecilware
The 100-page Sales Field Guide explains the fundamentals of espresso and the terminology surrounding it.
Written in a relaxed, conversational style and formatted in small, illustrated sections, the guide is accessible and welcoming.
The sales force easily gathered the basic information and continued into deep-dive studies.
Graphic spreads, at-a-glance references, and charts detail features and benefits for each product family.
A Barista Skill Level Rating was created and assigned to each machine, providing a metric for comparison.
Brochures were targeted to different consumer segments.
An interactive website allows customers to easily find their perfect equipment match.
A digital media kit provides an overview, corporate background, and easy access to all the assets.
