Building firm foundations to go global
“Harris is more like an extension of our team than an external agency. We tell them what we’re thinking and they work their magic!
“We’re really pleased with the look and feel of the new UAE brochure, which is spot on. While we wanted to get across the breadth of our product offering, we didn’t want to create a standard product collection style brochure – we simply wanted to demonstrate the scope and variety of design options available by showcasing our work. There are exciting times ahead and I’m sure Harris will be with us every step of the way.”
Trevor Bowers, director, Washroom Washroom
We’ve worked with Washroom Washroom and Cre8 Joinery Solutions for nearly 20 years, providing a full suite of marketing services as they’ve grown to become the well-established high-end commercial fit out specialists they are today. When the opportunity to expand into the Middle East presented itself, the team looked to Harris to provide supporting marketing collateral, including a high quality printed brochure and dedicated social media advertising campaign on the ground in the region.
Setting the scene with a brochure that exudes quality and luxury
Our designers developed the 92-page A4 brochure, balancing the need to stay true to the existing Washroom and Cre8 brand identity, while also creating a distinctive new style to match the expectations of customers in the UAE.
With this in mind, we kept the brochure design clean and minimal, using black as the base colour with gold foil treatment to elevate the finish. We also added subtle Arabic script for each of the page titles as well as on the cover.
As Washroom and Cre8 pride themselves on delivering highly bespoke projects, the brochure was intended to demonstrate what could be achieved and the quality and variety of finish available, rather than detailing product specifications. By adding links to web-based product information via QR codes we kept the pages uncluttered to avoid detracting from the images while still signposting readers to more information if required.
It’s said that a picture speaks a thousand words and in this brochure we let the images do all the talking. Every internal page was set across a double page spread using minimal copy for maximum impact and putting the project photography front and centre.
Next step: promoting the brochure to precisely the right audience
As well as luxury and quality, it was important that the brochure and supporting social media campaign communicated a sense of gravitas to show that Washroom and Cre8 are highly credible companies built on solid foundations. That, even though they may be a new name in the UAE, they’re well established with a strong track record of successful projects in the UK.
Following completion of the brochure we ran a very targeted social media campaign in the UAE, utilising dark ads only visible within the region to keep it separate from the regular flow of UK-focussed content.
It was a campaign of two halves – the first being brand awareness to introduce the Washroom/Cre8 brand and what it stands for, and second directing people to download the new brochure or get in touch with the team. We also simultaneously promoted the new venture on social media in the UK as a success story to highlight the growth of both companies.
What’s next?
Washroom and Cre8’s sales teams have several meetings lined up so it’s a case of watch this space now they have all the tools they need to support these conversations with prospective clients in the Middle East.
The team loved the new style of the brochure; so much so that it’s now forming the basis of a new refreshed design treatment across both brands for case study documents, new product data sheets and much more.