My Role: Creative Direction • Creative Services • Project Management • Photography Production • Quality Control • Hands On Design & Production
I managed the creative production of the Annual Dealer Workbook from planning through final delivery, coordinating internal Marketing and Sales teams, photographers, freelance designers, copywriters, production vendors and other external partners. Alongside managing the broader creative process, I remained hands-on with design, layout and production, ensuring the finished workbook met creative, brand and production standards.
The following pages highlight the Benelli brand section of the Dealer Workbook, the flagship brand within the portfolio. The examples include the table of contents, product-category introduction spreads used for key and popular models, and representative product pages showcasing the breadth of the product line. Each of the other four brands received its own comprehensive section, presenting its full range of products while maintaining its distinct brand identity and visual character.
Branded color bars run consistently along every spread, providing an intuitive visual cue that immediately identifies each of the five brand sections. Benelli's brand color is PMS 485 (red) and the main brand font is Montserrat. The Dealer Workbook font is Trade Gothic.
Lifestyle photography inspires and brings the product story to life, while product photography, editorial copy, specifications, and pricing provide the details customers need to understand each model.
