How do you communicate the features, benefits and compliance standards of up to 400 products, at a glance, in markets spread throughout 105 countries, and in at least 10 languages? That was the problem facing OffWhite when we developed a summary product guide for Esco Micro Pte. Ltd., Singapore. The company’s emerging product line for life science, pharmaceutical and industrial laboratories includes a collection of conventional and new technologies designed to manage airflow, contain biological contaminants and protect people and the environment from dangerous pathogens.

 

Our first challenge was to develop a new category sequence rooted in generic terminology instead of company vernacular. Once we had a better idea of our mapping architecture, we created and introduced a suite of icons, visual cues, from which the company can communicate product attributes with minimal language.

 

Additionally, the use of icons within a broadside product line poster makes it easier for sales staff and customers to review products in context with hundreds of choices offered by the Esco family.

 

As a result, the iconic expression of Esco features and benefits will now propagate throughout the company’s marketing literature, Web site and information systems. As new products are added, new icons will be developed to serve the same purpose – provide more information with fewer words.