The brief for 3M Car Care came with an added expectation of nudging people to buy their products. To do so, we described the technical aspects without dumbing it down or adding excessive information.
From a copy standpoint, we had to draw analogies to car driving, mention the benefit clearly, and research what others in the same industry were doing. As for design, we not only had to depict the working of cars in some instances, we also had to adhere to the elaborate style guidelines of 3M.
3M Car Care required a Customer Prescription form that outlined an all-year car care program and drove sales. The challenge was in creating a form that was compact enough for store managers and customers, persuasive enough to bring repeat customers, customizable for all types of cars, and all this at an affordable cost for printing.
We categorized and compressed the content, optimized the design without compromising on visuals, and created a concise booklet.