Recently, we have conceptualised and created Casmar’s newest corporate and security solutions catalogue. And, of course, we have also worked on the art direction of the photographs.
Our main challenge has been to create a piece of communication that would give continuity to the objective which we had previously established during the branding process: communicating a coherent brand with personality, which provides differential value within the security sector.
In order to conceptualise the art direction, we went back to the company’s main attribute, commitment, and defined two types of images. On the one hand, a series of natural, warm images reflecting closeness as well as the company’s brand values and its commitment to the public. On the other hand, a series of more conceptual images, using contrasted, black & white technical product range shots, with elements referring to each of the sectors in which Casmar operates.
In addition, we have given advice for the actual production of the catalogue, selecting different a number of finishes and materials which, in combination, resulted in a quite relevant piece.
For the catalogue cover we chose a white paper with an extremely matte effect; whereas for the interior pages a very white paper was used, allowing for a perfect reproduction of the nuances of corporate colours.
The result is a communication piece that meets our objectives: to potentiate the company’s essence and thus differentiate it from its competitors.