Premise. Crai’s Marketing team had carried out extensive research and produced a substantial amount of notes covering all the aspects needed to open and grow the “ideal Crai store.”
These notes consisted of loose PowerPoint slides written in language that was too technical. The few photos included were of such low quality that they portrayed the store in the worst possible way.
Brief. Enhance and make the research content usable, in order to create an easy-to-use operational manual with real chances of actually being adopted.
Solution. With the client’s support, I reworked the texts to make them more understandable and effective. I designed a simple layout, breaking each concept into bullet points or workflow steps.
A mascot representing a Crai store clerk guides the reader throughout the manual, reinforcing key concepts: what to do, what not to do, and—above all—why. I personally took all the photographs needed, shooting them inside a store.
