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Corporate Brochure: Praxair

Praxair worldwide is manufacturing industrial gases and has offices in 40 countries.
They have a 16-page brochure that was designed earlier. It costs Rs. 500 per copy and is uneconomical to give away to everyone, especially during participation in trade exhibitions. Praxair requested us to re-design a condensed version of their existing brochure. The quality of presentation must be maintained while making the cost of brochure less.

How we designed our solution?

We studied the existing 16 page brochure in detail and re-wrote the copy to fit 4-pages. This was then modified suitably with the help of technical staff from Praxair. Throughout the brochure we used minimum copy, pictures just big enough to convey the message and thoughtfully drawn diagrams and maps that truly say story of 1000 words.

During the various brainstorming sessions that we had with Praxair team, we figured out that in India, one of the major achievements for Praxair was the installation of Jindal Plant, which is one of the largest plants in the world for manufacturing industrial gases. Hence we put that photo in the cover page. The photo was taken at evening to add the dramatic effect. The molecules are shown to indicate “GASES”.

Praxair

Inside Page 1: The content includes vision, mission and behavior statements; brief introduction about Praxair India; Markets Served; List of Products and Delivery Systems.

Inside Page 2 and 3: This double spread shows a beautifully drawn chart depicting Praxair’s many products and their uses. Use of earth in the chart is also to emphasize their concern for preserving and improving environment.

Back Page: We showed the same illustration as in cover with an effect of venation blinds, to subtly remind about the WINNING. A small paragraph summarizes the activities of praxair. The bottom of the page shows contact information.

Our Value Addition:
Re-writing the content of 16-page brochure to fit in 4 pages, without loosing out the original message.
Re-lay outing the brochure such that each element gets just the required amount of attention and importance and nothing is missed out. The reader gets the same amount of information/ or more about Praxair that he or she would get by reading the 16-page brochure.
Quality of layout design, color-scheme, paper and printing were maintained to match with that of Praxair’s expectation.
We printed and delivered 3000 copies at a cost of Rs. 45/- per copy inclusive of especially designed white envelopes with address printed on it in single color.