So fresh and so clean: A new digital brochure for Impey
Our client Impey is the UK’s market leading manufacturer for wetroom, level access and disabled showering products. Impey came to us to help it create a brand new retail brochure, that will showcase its products to a high-end consumer audience, rather than the bathroom trade sector.
The COVID-19 pandemic has meant shops and showrooms are limited in their ability to welcome customers. This doesn’t just mean that customers aren’t able to enjoy browsing sample bathroom suites, it also means they are less likely to pick up or order physical brochures. Rather than seeing this as a problem, we decided to see it as an opportunity to encourage viewers to further engage with the brochure and products. Instead of physically entering a showroom, viewers can browse from the comfort of their home with a digital only PDF brochure. You can then view Impey’s chic range of wetroom solutions online, using CGI designs which we developed with our Bristol neighbours Ocean CGI.
Working with Ocean CGI we built a range of different lifestyle images, with complementing colour palettes, featuring close-ups of a selection of products and options. In this way, the brochure plays to the unique strengths of the Impey brand, focusing on aspirational design rather than technical facts.
Users can also choose to view selected wetroom designs in augmented reality through the virtual worlds experience. The experience allows consumers to explore a virtual version of the room without leaving their home. It’s a fantastic way to use CGI to help prospective clients to envision not only a wetroom design but also their entrance and movement around the room. Rather than presenting a soulless product, the virtual worlds experience provides an insight into a lifestyle.
Wetrooms still aren’t the status quo in UK bathrooms and there can still be a fear factor for some customers, who are wary of trying something new in their home. That’s why in its new brochure, Impey chose to explain the science in a simple, top level way, so that customers can be reassured not overwhelmed.
To give customers an insight into the manufacturing process of the Impey product range, we provided art direction for a photo shoot. The tasteful black and white photos highlight the quality of the UK-based engineering and manufacturing site. As more consumers are eschewing cheap products in favour of well-made pieces that last there’s also an increasing interest in how and where items are manufactured – which is why it was important for Impey to show its local, UK-based workforce, in a way that was in keeping with the brand.
We’ve supported Impey on an exciting range of projects. Find out about how we worked for Impey alongside Ocean CGI on the strategic creative direction for its stand at KBB Birmingham here.