The BriefTo redesign the brochure for the Honda range of All Terrain Vehicles (ATV's) to showcase the practical abilities and technologies to their core Farming, Gamekeeping and Equestrian markets. The photography should portray these as agricultural utility vehicles in real working environments.
The ThinkingWe wanted the brochure to have a true to life feel for the target audience who live and breathe what they do. With this in mind, we worked to organise the photoshoot to be at authentic working locations in the Cotswolds, Northamptonshire and the wilds of Wales, with real Honda customers who use ATVs day-in day-out. The photoshoot would feature a range of attachments to show the versatility of the machines across a huge range of real world tasks. The brochure reinforces the Honda range as market leaders in ATVs. Specific model pages incorporate dynamic and engaging 'hero' photography, detail images and technical information. We created icons to highlight key technologies to allow customers to browse and compare the range in a clear, simple way.
The ResultThe new landscape brochure format shows off the range's capabilities in some stunning UK working landscapes. The range is clearly defined by model features and typical use. Application of additional textures and statement headline typography adds to the rugged outdoor feel. Originally created for the UK market, the brochure was so successful it is now being used by Honda across Europe.
In redeveloping our ATV brochure, Newenglish put the customer at the heart of the project. They understood how the customer uses the product in real life situations, and delivered a solution that incorporated clearly differentiated product benefits and strong photography to lead the customer to the right product for them. The resulting brochure has been very well received by all of our field team, dealers and ultimately our customers.Marketing Manager, Honda Power Equipment