The Crossroad Publishing Company needed to freshen up its brand and marketing materials, starting with its product catalog. Rather than just present their new offerings upfront, the redesigned catalog organized books by subject area, with emphasis given to the latest releases and to special offerings.
More prominence was given to notable authors, titles that had received awards, accolades or media attention, and to book series. Books on similar topics or of a particular interest were grouped together to boost sales.
The company's two publishing imprints, Crossroad and Herder & Herder, were also updated with a fresh new color and typeface. Guidelines for their size, placement, and use on book spines and other marketing materials were created.
Crossroad's website was redesigned next, following a similar strategy. Books were searchable by title, author, or subject area. Following a detailed catalog description of the book—and sometimes an excerpt from the text—other titles of similar interest were recommended to the browser.
