Global Literature Redesign: Maccaferri

Liquorice was recently enlisted by multi-national civil engineering company, Maccaferri, to undertake a total redesign of its literature. With an on-the-ground presence in over 100 countries and nearly 3000 employees worldwide, one of the key tasks of the redesign was to bring uniformity to the literature – no matter what language it was printed in.

Deconstructing the existing design of Maccaferri’s literature, Liquorice’s designers created a brand new set of guidelines that would act as a template for all future literature. These guidelines included a set of colourways and icons that represent Maccaferri’s product range, product applications and the sectors in which they are used. The guidelines also used a grid system to ensure that all content in future literature is well balanced.

As part of the redesign Liquorice has also helped to design a number of brand new brochures for some of Maccaferri’s product ranges, as well as a high-level overview brochure.

Robin Hammond, Liquorice’s Creative Director, commented on the literature redesign:

“Our challenge was to simplify the existing literature and create a flexible template that can incorporate copy in any language along with photographs, diagrams and graphs whilst adhering to Maccaferri’s global brand guidelines. The new design is very clean and we have created page layouts and asset libraries that allow brochures to be designed very quickly for any application and content anywhere in the world.” 

Matt Showan, Head of International Marketing for Maccaferri said:

“Liquorice supported us to identify a harmonised look and feel that would work equally well around the world in multiple languages, alphabets or characters. Also important was the flexibility to enable our regional offices to create market-specific pieces within the set framework, whilst remaining user-friendly. We are delighted with the results.”