Samsung has been recognised globally as an industry leader and now ranked as a top 8 global brand. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean (business conglomerate). Samsung Heavy Industries is one of the largest shipbuilders and heavy equipment businesses in the world. In 1997 GSD® were commissioned to design and produce all of its European product brochures.
The brochures were designed to communicate specification details and performance information for construction machinery including backhoe loaders, utility vehicles, wheeled loaders, telescopic handlers, terrain forklifts, tracked excavators and wheeled excavators. The 7 types of brochure were each produced in 12 different languages.
Internal Samsung marketing teams across the world expressed how they could use the brochures with customers, as a resource to increase sales. Technicians could also use the brochures as ‘quick guides’ for specifications on machinery. The brochures were successfully used for a number of years at Bauma, one of the biggest construction Trade Fair events in the world.
“We needed to disseminate a high level of technical information in a way that would be easily understood by buyers throughout Europe. These innovative and very effective designs achieved this and more.”Peter F Smith, Marketing Manager