Yamaha Music Australia: Various divisions //
Design work included conceptual design development, implementation of chosen design, art direction of a second designer and freelancer during busy times, liaising with print supplier and mail house distributor, coordination of dealer overprints, press checks during final production, design of associated in-store point of sale.
Following the success of the first Yamaha Audio Visual catalogue, the Music Products division decided to follow suit with their own catalogues and associated Christmas campaigns in subsequent years. Each catalogue was distributed into over 3.5 million mail boxes nationwide, distribution zones allocated by retail stores who took part in the campaign.
The ‘Best of Yamaha’ catalogue design received Highly Commended in the Australian Catalogue Associations ‘Best Design’ category of that year. The campaign highlighted well known Yamaha artists, and the tradition of quality and craftsmanship behind the products. Design work incorporated a photo shoot, whereby models and photographer were sourced and coordinated. Art direction on set, follow-up photoshop work in preparing the files for inclusion in catalogue artwork. Associated point of sale included wobblers, swing tags, sub-catalogues that specialised in a particular product group (brass instruments and commercial audio products shown here).
Dealer ‘buy-in’ was important to the success of these campaigns where store details were overprinted onto the front cover of the catalogues to promote both the Yamaha product and name, and the retail outlet. In order to secure dealer interest each year, a large scale presentation of catalogue panels and associated point of sale were presented exhibition style via a nationwide Dealer Launch. With products imported from overseas, and final prices reliant on the supply-demand chain, these catalogues were often being edited at final approval stage and a long hours were required to meet tight deadlines…