This is a good example of a project that at+m has taken from concept to completion. From the initial marketing strategy, to the creative concepts, design and photo shoot, through to carrying out the high-end printing with treatments, we were a one-stop shop.

The product, Lifestyle Pianos, is a special range of Alex.Steinbach pianos that can play by themselves - as the keys move up and down, it’s like having a world famous pianist in your own home. The challenge here was to promote the three model variations to three distinctly different target markets. We began by workshopping the brief with the client to ascertain exactly who we would be appealing to in each case. This way, we would arrive at a look and feel and specific messaging for each model, all within the one brochure.

On the front of the brochure, we also incorporated a textural effect as a further point of difference for the Alex.Steinbach brand. One of the beauties of print as a medium is that it presents an opportunity to appeal to the sense of touch. Down the right-hand edge of the front cover, we embossed the design to suggest the solid raised keys of a piano keyboard. Just another little tactile reminder of the product at hand.

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