Eley Ltd is one of the top global manufacturers of high-precision ammunition for competitive shooting, with an Olympic-level target market. Following a wholesale rebrand of the product range, which rationalised a previously uneven marketing approach, the company was keen to apply a similar treatment to their marketing collateral – for use at high-level shooting events, trade shows and in sponsorship opportunities.
The Eley marketing team invited me to review their existing product brochures, with the aim of bringing a fresh approach and close coordination between brochures produced for different international audiences. Building on their growing library of excellent quality photography, the team was keen to build storytelling into their marketing. Working closely with the team, we developed a specification of reportage-style imagery along with case studies of top-level shooters and the state-of-the-art testing processes undertaken during manufacture. The resulting product brochures were optimised for standard A-series and US paper formats and also translation – accommodating content in English, German and Japanese.