Problem: Create a trade publication ad that could run as a two-page spread or split into two standalone ads, featuring a vast range of product offerings while showing the range of problems they solve.
Constraint: Walking the line between comprehensive and overwhelming — too many products, too much marketing copy, and the piece collapses into noise.
Solution: I treated each product line like a family portrait, grouping them on subtle colored backgrounds, with each color shift signaling a different product family's purpose. Placement and lighting on each product got the same care as the color strategy. Type had to inform without competing for attention.
Result: Like the rest of the campaign for this trade magazine, this ad ranked among the highest in clicks and engagement. Rep firms requested large-format posters of individual ads for display in their own headquarters. My one wish looking back: smaller logos, especially on facing pages. Sometimes the right call is a concession that keeps everyone satisfied.
