Jeff Jones

Backstory

The company decided to expand its offerings by taking its successful design for a smaller truck-mounted crane by building a series of models that were specifically designed for use in different industries. This model was constructed for the sign industry, as many sign companies have their own fleet of crane trucks to facilitate the installation of larger signs in front of and on buildings.

This piece was created after I had begun to create a uniform look for the parent company, but also gave each product line its own set of elements so that the viewer could immediately tell the difference when many different product sheets were placed in a display rack. The row of “chevron arrows” became a standard element in the company’s printed pieces, along with the gray background that provides a neutral backdrop to allow the viewer’s eye to focus on the product and the subsequent information.

Color also plays an important role in the design, as each version of the crane was assigned a specific color in the logo and accent for the information on the flyers (Blue for this version, Green for the “TreePro” edition, and Red for the standard Revolution model). As the specifications were changing frequently, the design had to be built so that it could be updated and reprinted at a moment’s notice. This made it imperative that the layers feature in InDesign be utilized in order to focus in on the area that required updating without disrupting other parts of the layout.