sales catalogues

Challenge

The brand sells home appliances in many countries on all continents, so the biggest challenge in developing this sales promotion material is that it should have a well-accepted, valued tone of voice in any cultural context in which it is used. In addition, it must communicate the brand DNA and benefits of each product category in a clear and consumer-friendly manner.

Solution

As a result, there is a set of catalogs showing the benefit of each product line through photos that emotionally value the user experience. Thus, we observe the products in the context of family use and friends, in moments of relaxation and celebration, thus extolling the affective memory of the experience. Its graphic concept has a tone of voice that seeks harmony, without intimidating with very strong contrasts or a lot of graphic freedom, thus being well accepted in several countries. The warmer colors used also seek to create a more friendly and inviting atmosphere. In addition to benefits communication, it also has a demarcated region for technical communication of product categories and brand information. This area is visually demarcated and integrated with the brand and its slogan, hierarchizing the information and visually organizing the nature of the information.

Achievements

  • Midea brand identity in a unified and globalized way through graphic expression, thus supporting sales and communication regarding brand appliances;
  • Well accepted in several countries, in a unified visual way;
  • A set of at least 20 catalogs showing the benefit of each product line;
  • A guideline was developed for the graphic construction of possible new covers to be developed, as the product categories have been updated.

Awards

Daniel Kröker

具有创新战略和方法经验的设计师。拥有多莫斯設計学院(意大利米兰)的硕士学位,专注于产生创新和现代概念。有领导项目和确定服务和支持人们的新方法的国际经验。国际设计奖评委,多个大学的讲师和客座教授。

Valkiria Pedri Fialkowski

巴拉那联邦大学(UFPR)的博士生和设计硕士,可持续发展、设计管理和数据驱动的设计研究员。毕业于巴拉那联邦大学产品设计专业,并拥有Fundacao Getulio Vargas的市场营销MBA学位。国家和国际设计奖评委。在其研究领域担任客座教授和讲师。

Valkiria Pedri Fialkowski

Doctorada y Máster en Diseño por la Universidad Federal del Paraná (UFPR), investigadora de las áreas de Sustentabilidad, Gestión de Diseño y Diseño basado en Datos. Posee graduación en Diseño de Producto por la UFPR y MBA en Marketing por la Fundación Getúlio Vargas. Jurado de algunos premios nacionales e internacionales de diseño. Profesora invitada y ponente dentro de sus áreas de investigación.

Daniel Kröker

Diseñador con experiencia en métodos de estrategia e innovación. Posee maestría por la Domus Academy (Milán, Italia), enfocándose en la investigación para generar conceptos innovadores y contemporáneos. Tiene experiencia internacional en liderar proyectos y en identificación de nuevas maneras de servir y apoyar a las personas. Jurado en premios internacionales de diseño, ponente y profesor invitado en varias universidades.

Valkiria Pedri Fialkowski

PhD Candidate and Master in Design by Universidade Federal do Parana (UFPR), Sustainability, Design Management and Data-driven Design researcher. Graduated in Product Design from UFPR and has a Marketing MBA by Fundaçãoo Getúlio Vargas. National and international design awards judge. Guest professor and lecturer in her fields of research.

Daniel Kröker

Designer with experience in strategy and methods of innovation. Has a master’s degree from Domus Academy (Milan, Italy), focused on generating innovative and contemporary concepts. Has international experience leading projects and identifying new ways of serving and supporting people. International design awards judge, lecturer and guest professor in several universities.

Daniel Kröker

Designer com experiência em estratégia e métodos de inovação. Possui mestrado pela Domus Academy (Milão, Itália), com foco em pesquisa para gerar conceitos inovadores e contemporâneos. Tem vivência internacional em liderar projetos e em identificação de novas maneiras de servir e apoiar as pessoas. Jurado em prêmios internacionais de design, palestrante e professor convidado em várias universidades.

Valkiria Pedri Fialkowski

Doutoranda e Mestre em Design pela Universidade Federal do Paraná (UFPR), pesquisadora das áreas de sustentabilidade, gestão de design e data-driven design. Possui graduação em Design de Produto pela UFPR e MBA em Marketing pela Fundação Getúlio Vargas. Jurada de alguns prêmios de design nacionais e internacionais. Professora convidada e palestrante dentro de suas áreas de pesquisa.