Marketing Collateral System |
B2B Manufacturing
Davis-Standard
Role: Marketing Administrator - Designer, Art Director, Coordinator
Scope: Market-specific booklets & product-specific sell sheets
Tools: Adobe InDesign, Illustrator, Photoshop
Scope: Market-specific booklets & product-specific sell sheets
Tools: Adobe InDesign, Illustrator, Photoshop
Overview
When I joined Davis-Standard, the company’s marketing collateral initiative was already underway but incomplete, with only a limited set of brochures and sell sheets. I assumed full ownership of the program, expanding and systematizing it across 11 markets to create a cohesive, modern collateral library used for sales and trade shows.
A few samples from the collection of created literature.
Goal
Elevate the company’s market position through cleaner, more contemporary design while creating a scalable collateral system that could support sales conversations across multiple industries.
Challenge
The project required coordinating with market and product leaders across departments, each with limited availability and differing priorities. All materials needed approval from multiple levels of leadership, including VPs and the company president, and market-specific content required external translation and review to ensure technical accuracy.
Example of one printed brochure.
Strategy
I partnered directly with each market head to define content needs, expectations, and responsibilities, establishing a consistent framework for how information was presented while allowing flexibility for market-specific requirements. The strategy balanced visual modernization with clarity, accuracy, and brand consistency across all materials.
Execution
– Designed market-specific multi-page booklets and product-specific sell sheets
– Led and managed professional photo shoots
– Established a cohesive visual system across 11 markets
– Sourced and coordinated professional printing for booklets while managing in-house production for sell sheets to control costs
– Oversaw vendor coordination for translations and reviews
– Led and managed professional photo shoots
– Established a cohesive visual system across 11 markets
– Sourced and coordinated professional printing for booklets while managing in-house production for sell sheets to control costs
– Oversaw vendor coordination for translations and reviews
Example of one printed sell sheet.
Outcome
The resulting collateral became a standardized sales toolkit used at trade shows and in client-facing sales efforts. The system improved brand consistency, modernized the company’s visual presence, and supported sales teams with clear, professional materials, earning positive feedback from leadership and stakeholders despite the project’s complexity and extensive cross-functional coordination.
