Fasteners sell on a few things: features, product strength, and word of mouth. For the launch of a new structural screw we wanted to stand out in the crowded market. The brand is known for designing and testing solid solutions. I wanted to key off of the technical expertise and speak to the benefits of choosing this screw.
My concept was to have a draftsman's hand-drawn marker and pencil quality that speaks to the heritage of product design, but with a modern 3D model. The illustration style reminded me of the anatomy books from figure drawing and technical reference manuals for auto repair or DIY projects.
I gathered samples for texture and image quality as well as context for how the final image could be used, and sent them to Adam Baral. Adam is well known for his motion graphics, and his eye for design detail is impeccable.
The underlying form was from the original ProE model. He reworked the model to ensure clean structure and easy modification composition changes., and sent back these initial visuals.
Pen and ink technique on grid
Marker technique
Next up was the headline. This screw was designed to perform in adverse conditions where a strong attachment needed to be long-lasting. After several refinements it was settled..."The Anatomy of Performance". Instead of feature overload, I developed slightly whimsical benefit statements that pointed to the actual product features.
Make way for a smooth finish. Easy driving from here on. We recommend a test drive.
