Jeff Jones

Backstory

I wanted to find a way to utilize the product’s signature color, but not allow it to take away from the product images and information. I decided to use a shade of gray to act as a neutral background with a grid image that starts at the bottom of the page and fades out as it climbs up the page. On top of it, I placed a row of the “chevron arrows” in a shade of gray to act as a foundation for each page with a row of them in red at the top to not only frame the page, but to act as an element for dropping out the header title for each section of the book.

Building the layout in InDesign allowed me to place the photos in frames that were shaped to mimic the crane’s six-sided boom, as well combination shapes that end in another arrow. The ability to build tables within the layout made it easy to layout the specifications for each type of engine as well as the standard specifications. This also made it easy to make copy edits when I would receive notes that something had been updated (which happened on a regular basis). It also made it easier for me to create a new PDF file for in-house printing at a moment’s notice which became a cost-saving measure for the company, allowing me to print smaller quantities in an on-demand situation.