Charles Elena Design won the pitch and was commissioned by Lovitt to design a series of flyers. The only fixed constraint was the corporate logo and colours. The brief highlighted the need for the brochures to ideally reflect “the advanced nature of manufacturing and the sophistication of the product class into which the components go”. The target audience as outlined in the brief “…is typically purchasing or supply managers and technical personnel. Manufacturing in this sector requires tremendous accuracy; tolerances on machined parts can be within 1/1000th of a millimetre”.
Permission to use aerospace and defence imagery was granted by the Australia Department of Defence, Airbus and Boeing. A professional photographer was employed to shoot corporate imagery and machined samples. The design concept finally chosen was the “Precision Innovation” concept. The concept was inspired by the technical personal associated with the aerospace industry. All precision machined parts are manufactured from technical drawings, and this became a key source of inspiration. Using the engineer’s drawings as inspiration, a radar element was created in which the images from different sectors, such as Aerospace and Defence, could be placed.
“We are trying to present ourselves as a dynamic, leading edge company with flexibility in the services we offer our customers. The ability to present multiple images in a clever design creates an accurate impression of our company where “things are happening”. We like the sophistication of the concept, don’t know whether this was deliberate or not, the feature graphic element reminds us of a radar – and that has all sorts of good associations both in a literal sense and a metaphoric one.”
All flyers were machined gloss varnished. The display folder was matt lamented with Spot UV to highlight the logo. The radar element included small numbers, featured as design elements to reflect the measurements used in the technical drawings by the engineers.