Strawbridge Studios
2025
Custom Sales Book
Bringing a fresh face to a classic sales tool for Strawbridge territory managers across the United States— the Custom Sales Book.
Overview
A great tool in need of a facelift
The Custom Sales Book is tailored to each territory manager's (TM) area of sales; the book holds important information on Strawbridge's picture programs and the pricing for the area the TM is located. The Custom Sales Book is part of the first impression schools and districts have of Strawbridge and its offerings, so having a sleek and modern design is imperative to ensuring the first impression is a great one.
The Problem
Dated and confusing... not a great first impression
The previous design of this book was similar to the original website for Strawbridge; inconsistent, outdated, and difficult to digest. Strawbridge Studios offers a lot of perks, and from the perspective of a possible new customer, it is a great amount of information to absorb in one meeting. The book is meant for perspective new clients to refer back to after meeting with the TM. When the reference material is outdated and inconsistent, it leaves the perspective client with confusion and lack of understanding, which can lead to a lost customer.
The last time the design was fully updated was over a decade ago. Since that time, Strawbridge has elevated their branding to a sleek, modern design language. It was imperative that this vital tool for sales matched this evolution so that Strawbridge will always have its best face forward.
The Solution
No page unturned
We started by analyzing every page of the book. Information was reviewed with the executive team for accuracy; design notes from multiple managers were written on a printed proof of the original design. My design-partner-in-crime and I looked at this information to brainstorm and then create a first draft. We changed the layouts of the pages, sourced new images, and used our new branding guide as our north star for the project.
After multiple drafts and many rounds of feedback for every page, the book was complete!
The design team and I made an InDesign template for the book. The template is designed so that depending on the TM, the book is easily editable to fit their needs while staying within the parameters of our branding guidelines. This ensures consistency no matter who has their own Custom Sales Book. No matter what TM you speak to, their book is undeniably Strawbridge.
