Brochures are a key element in the Boodles marketing mix. They are one of their most important selling and image development tools, used within the shops and mailed to current customers regularly to build the customer relationship with aspiration and desirability.Continuing the theme of the lake seen in the 2013 brand campaign imagery, WW proposed product photography for the winter brochure that integrated watery flourishes into the backgrounds. A significant move forward this year is the inviting but subtle landscape used for the front cover of the brochure. Normally a model image features on the front but as the client has grown in confidence so has their ambition to be more gentle and refined with their marketing output. Also the brochure now features two foldouts, near the front and back, allowing for a grander scale of product imagery and more interactivity.
After the success of the editorial additions to the brochure in the year previous four new editorials were interweaved throughout. Articles were based on Boodles ongoing relationship with international architect Eva Jiricna, fun antics with Novak Djokovic on court at The Boodles, the international respect for British craftsmanship and a piece of creative writing centred around our protagonist in the brand campaign.WW have played a key role in helping increase the business sevenfold. Profitability has dramatically increased and Boodles is now recognised internationally for its superlative design.