As part of our larger branding effort, we designed a comprehensive product catalog and a series of ads to run in trade publications, such as Architectural Record and Interior Design. The catalog was a desktop reference guide to architectural mesh and a printed companion to Cambridge’s new website. The ads introduced CAM’s new identity and generated interest among those unfamiliar with architectural mesh.
In both the ads and the catalog, we again chose to focus on the material itself. The catalog presents each weave rendered at actual size, the intricate patterning filling full catalog spreads. The ads show various meshes pristinely photographed at a monumental scale to stand out from the clutter of architectural trade magazines. In both instances we allowed the beauty of the product to speak for itself, keeping graphic elements and text to a minimum.
Our ads were chosen as Architectural Record’s “Best in Show” by a panel of architects who are readers of the magazine, and the series generated consistently high reader-response rates in all of the publications in which they were placed. One architect who called CAM to get more information confessed to a sales rep that the ads had “stirred him.”