Into a new Era

Since developing RoyalTurbo’s new brand identity system in 2016, we have experienced through several joint projects how brand and company became more mature and professional.

After the basic brand framework was created in 2016, much work remained to be done. Corporate design elements and website had been finished by 2017 and the next milestone was brand application and wayfinding for their sales office in Hangzhou as well as an engineering office in Deqing.

Then, in 2023 RoyalTurbo underwent their biggest visible growth spurt: a huge new assembly and maintenance workshop in Huzhou was set up and required branding and wayfinding. JungleFish developed a highly memorable façade design and a clear wayfinding system for the 30,000 sqm facility.

Once implemented by 2024, we needed to communicate these new capabilities and started the content and concept work for the new brochure, which would also serve as the content source for other media. Snooping through a large set of technical presentations and documents, we managed to boil down their new service scope and company profile to a compact 36-page brochure. Our activities included:

• Overall content structure
• Copy review and rewriting
• Design concept ideation
• Photography concept and briefing
• Print production supervision

As in most brochure projects, defining and finalizing content proved the most challenging task and took the longest, especially since this was a developing service scope for RoyalTurbo with no pre-existing template to draw content from.

We are proud of the result resulting brochure even though the amount of work that went into it is not immediately visible. As Usability expert, Donald Norman put it:

“Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible.”