When most people think of pool tables, they think of Brunswick. The truth is, there are a few well-respected, competitive brands out there. World of Leisure is one of them. Our job was to create a suite of materials that gave W.O.L. a premier image in the industry. Buyers and retailers had to be impressed with the heft and seriousness of the package. We started with a new logo — one with a nostalgic core and a modern edge.
We set out to create a powerful tool that would stir the imagination of customers and distributors alike. Locations were scout- ed and photography arranged throughout Los Angeles. Every detail was managed — props, angles, use of day or ambient light, final retouching — we felt strongly that these images mustn’t look like they were shot in a studio, but in real homes. With images in hand, we wrote, designed, and produced a crisp, clean, modular full-line catalog from the ground up.
It is our belief that well-thought out layering of detail transforms the merely good into the exceptional. For this project, we designed graphic patterns to distinguish one line from another, and created a series of simple and clean product drawings and iconography. But most importantly, the photography had to be rich-looking and evocative with an emphasis on varied loca- tions and styles, so that customers got a real sense of how these the tables might look in their own homes.