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Britax Automotive Equipment Product Catalogues

Disclaimer: this project was undertaken as an employee of ESG. All trademarks and work created remain copyright of the ECCO Safety Group and are reproduced here with permission.

One of the earlier projects I worked on in-house at BAE was the development of the company’s visual identity in conjunction with creating a new comprehensive product catalogue. Taking an existing logo, I developed the visual style which included themes of movement and light, plus the colours of emergency lighting: red, amber, green, blue and purple. The visual theme was then applied to the design of the catalogues, product flyers, corporate stationery, and the website.

When creating the product catalogue, we created a folder that would house different sections so that the catalogue could be customised for individual customers, and also updated as new sections get printed. The cover and index was coded with all the colours, then each product group had its own colour to make them easy to identify and locate within the folder.


The next part of developing the catalogue was creating introduction pages that would educate the reader on technologies and other aspects of the products that they may not necessarily be aware of. Most other automotive catalogues at the time went straight into the product listings, whereas I felt it was very important that someone with limited product knowledge could get just as much out of the catalogue as someone with years of automotive parts experience.


After the major introduction pages, the catalogues then featured more specific product introductions; providing useful and quite specific information about that particular product range. For example the rocker switches page below gave readers an insight into the different styles available, the optional printed symbols that could be added, plus an explanation on the more technical side of dependent versus independent switching—a commonly confusing yet critical function in the way all switches operate.


Then each section would have the products listed as per what readers would expect in a product catalogue, however we went a step further at the end of each major section—creating selection charts to give readers an overview of the entire range. Not only was this helpful when looking and comparing options and features, but also choosing suitable sizes and other specifications to suit a particular application.


I then applied many of these same principles and design features in the emergency services product catalogue. This catalogue contained much more targeted product and therefore was created in just a single book.




One major difference between this emergency services catalogue and the earlier aftermarket catalogue, was the addition of full double page spread images that highlighted the ‘bling’ factor of emergency vehicles and lighting—something the guys who put these types of vehicles together get very excited and passionate about.

Each image consisted of an emergency vehicle (both existing shots on file and new shots I took myself), various backgrounds which I shot independently of the vehicles, lighting products on the vehicles that were Photoshopped to be fully lit and active, plus mottos from all the different emergency services departments across Australia. Each background was edited to create a grungy de-saturated look, and then each emergency vehicle or police car was placed into the scene via Photoshop.


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