Vusion Product Literature

Channel marketing at the entry level is a lesson in persuasion under constraint. A product that is not inherently premium can be positioned as such if the packaging and presentation create the right perception at point of sale.

This brochure for Vusion, produced for DCS Sales at the start of my career, was exactly that kind of project. The product was functional but undifferentiated. The job was to close the gap between what the product was and what a buyer standing in front of it could imagine it being.

The brochure used elevated design and high-value copy to reframe a commodity item as a considered purchase. That reframing was the demand generation strategy. Creating the aspiration that moves a product from the shelf to the basket, through nothing but positioning and persuasion, is one of the most fundamental and most enduring skills in GTM.