Benetton Sporting Goods Sales Binder Covers
In the highly competitive and crowded sporting goods field, branding is everything. As the parent corporation for a group of sporting goods lines, Benetton needs its well-known sub-brands to have distinct personalities. The multi-million-dollar company trusted Laura with the visual branding of its high-visibility brands such as Rollerblade, Bladerunner, and Nordica.

The sales binder covers for Rollerblade and Bladerunner have very different looks that convey the feel of each sport while maintaining the signature sophistication of the Benetton image. Nordica’s image was already established in previous publications, and was carried through here in its customer brochure. Laura’s challenge was to carry this basic corporate look through the other two brands while maintaining their separate identities.

PRITCHARD DESIGN • Intuitive Strategic Design for Intelligent Businesses
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updated 8.4.08