Project Scope
Role: Editorial Design, Layout, Technical Illustration, Print Production
Tools: InDesign (Data Merge/Tables), Illustrator, Photoshop
Challenge
Benetech’s conveyor idler product line consists of thousands of variations, spanning multiple CEMA standards (C, D, and E), belt widths, and angles. The challenge was to organize this massive dataset into a layout that allowed engineers and facility managers to find the exact part they needed in seconds, without getting lost in a wall of numbers.
Solution
Transforming dense engineering specifications into an intuitive, user-friendly ordering guide.
Visual Hierarchy & Product Visualization
To break up the density of the technical data, I implemented a strict visual hierarchy:
Cover & Chapter Openers: I utilized bold photography and the "Benetech Blue" geometry to create clear section breaks.
Exploded Views: Instead of flat photos, I used 3D technical illustrations (exploded views) to clearly label the internal components of the rollers, helping customers understand the build quality before looking at the specs.
Mastering the Grid
The core of the catalog is the data. I designed a modular grid system in InDesign to handle the extensive specification tables.
Legibility: I prioritized readability by using alternating row tints and clear, sans-serif typography.
Scalability: The layout was built using master pages and paragraph styles, allowing for efficient updates as product specs changed or new SKUs were added.
Impact
The final catalog serves as a sales enablement tool for the Benetech sales team. By reducing visual clutter and standardizing the data presentation, we minimized ordering errors and provided the sales force with a professional, polished tool to leave behind with clients.