Client Case Study
A decision to combine a product catalogue with a guide to better fishing proved to be a real winner for Alvey Reels. The quality full-colour catalogue was very well received, adding enormous practical value to the catalogue and creating a new promotional opportunity direct with fishing enthusiasts. It also won Highly Commended in the Australian Catalogue Awards. As well as being a great marketing idea, the initiative was the perfect opportunity to refresh Alvey’s image and branding. The company is renowned for its vibrant yellow reels, so yellow was used to make a bold design statement in both printed and electronic applications. Alvey’s long-established logo was also simplified to match the company’s abbreviated product stamps – showing how subtle changes can make a dramatic improvement.
Black text on yellow pages identify the fishing advice sections of the 83 page, A5 sized Guide to better fishing & reels catalogue; while this treatment also dominates Alvey’s updated website. In addition, the site underwent significant improvements in content and functionality, incorporating a full product list for the first time and relaunching in conjunction with the catalogue release.
The modern Alvey image has since been extended to packaging and merchandise items, even bumper stickers, rounding off a highly successful and innovative marketing campaign.