Basics Catalog

Overview

My first big project as Marketing Director for Bretford, the Basics Catalog.

In 2007, I charged the team to "get back to basics" (no pun intendend!), and started overhauling sales tools, and incorporating new vehicles to drive our message.

The Basics Catalog was our lead brochure at the time, but was filled with large paragraphs of copy, lacked organization, and didn't align well with online tools like the corporate website.

So, I simplified! Paragraphs of copy became charts. Naming conventions were added. A message and positioning statement were established for the first time. And, all of this became the start of a new corporate website.