Graphic Design That Works

Job:12-84823 Title:RP-Graphic Design That Works (LDW)

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serconet

Home Technology

SerCoNet was just starting up and was looking for a

brochure that would position them as a major player in

the industry. To portray the company as innovative, the

design team developed a very dynamic and eye-catching

promotional package filled with die-cuts and interesting

angles. “Because they also wanted us to portray them as

revolutionizing home networks, we tried to create a balance

between technology and home throughout the brochure,”

says art director Tamar Lourie. “Also, because the product

itself is something on the wall with a whole area of tech-

nology hiding underneath, we wanted to create a feeling of

multiple layers.”

Inside the pocket folder is a company overview brochure

and several product specification sheets. “The data sheets

were more technical, while the pocket folder and overview

brochure were more metaphorical,” adds Lourie. For the

cover of the pocket folder, a custom-designed illustration

was created to help portray the company’s unique message.

“We came up with a metaphor for the cats-in-the-cradle

game. The hands symbolize the home, the string symbolizes

connectivity, and the typography represents the different

applications that they do,” notes Lourie. “It was a unique

image that really represented the company with both the

home and technology parts working together.” The entire

package was printed in four-color process with the pocket

folder laminated for durability. The piece was distributed to

vendors and retailers in the communications industry.

CLIENT:

SerCoNet develops a range

of products for networking

applications that target home

and small office networks.

FIRM:

Jason & Jason Visual

Communications

CREATIVE DIRECTOR:

Jonathan Jason

ART DIRECTOR:

Tamar Lourie

DESIGNER:

Dalia Inbar

PHOTOGRAPHER:

Yoram Reshef and

stock photography

COPYWRITER:

SerCoNet

ABOVE: To create distinction for

the home networking company,

the design team created a unique

cover image that sets the tone for

the promotional package. The

hands symbolize the home, the

string symbolizes connectivity,

and the typography represents

key product attributes.

What Works

The innovative and dynamic promotional package helped

to distinguish the start-up company in the communications

industry. “In the days of a turbulent economic environment,

it is a must for companies to use a single one-shot image

to grab attention and deliver their message,” offers

SerCoNet COO Yaniv Garty. “Jason & Jason were able to

visually capture our messages and turn our vision into a

set of collateral that really works.”

Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works (LDW)

175# Dtp:120/163 Page:207

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W)

06

ABOVE: Inside the pocket folder is

a company overview brochure and

several product specification

sheets. To portray the company

as revolutionary, the design team

developed a layered package filled

with die-cuts and interesting

angles—balancing both aspects of

technology and home.

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194-215 84823 12/12/05 8:10 AM Page 207