The dealer catalogue is Burton Snowboards' primary sales tool worldwide. As a product showcase, it must be accessible, concise, and entertaining. Burton, one of the few snowboard companies operating its own factories and research and development departments, aimed to show they were specialists in all aspects of product development and production at a time when niche companies began to emerge. The designers exploited the company's creative strength by developing separate identities for each product category – boards, boots, bindings, and clothing – and by designing a series of different-size books linked graphically with a manufacturing theme.