Catalog B2B

Client: Grupo Editorial Expansion
Creative Firm: SIGNI - Mexico
Creative Team: René Galindo - Art Director; Felipe Salas - Designer

Every year, Expansion Editorial Group (GEE), a leading magazine publishing group in Mexico, produces a media kit as a marketing tool to sell advertising space in its seventeen magazines and four commercial Web sites. The kit also includes corporate and pricing information as well as specifications for preparing and delivering files for printing. Signi, a design studio in Mexico City, translated all these components into a tangible object by putting the kit in a slipcovered, custom-made binder featuring a new and attractive material that GEE's representatives would enjoy using and taking with them on sales calls.

Signi's designers presented the kit's information in a clear and organized manner, highlighted with metallic inks, gloss and dull varnishes. Gatefold brochures and bold tabs help the user expand the kit and find desired information easily. Later, Signi adapted the design to other collateral, such as folders, promotional gifts and templates for electronic presentations. Says the designer: "The project was a challenge in its own, but the solution is a testament that good design goes beyond pure beauty. Form and function merge effectively to achieve a solution that is cost efficient and memorable."