This product family modernizes and simplifies a stale product category by focusing aggressively on streamlined interfaces while unifying a large family of compatible accessories for immediate consumer understanding.
Redesigned user interfaces strategically create an intuitive trade-up across the product family. With a tight user focus, functions are appropriate to the user’s likely needs with minimal complication.
Forms are compact and minimal to blend into the professional environment. Surface deviations provide visual cues that intuitively describe product function to promote ease of use and instill confidence in first-time users.
Fusion lamination is the first of multiple category expansions to strategically leverage the Swingline® brand creating simple, intuitive, consistent user experiences dedicated to professional quality.
Swingline creates a single, unified design language that modernizes and simplifies a stale product category. By aggressively streamlining messaging and unifying a large family of accessories the execution provides an immediate consumer understanding.
Evolving to a product-centric package design, Swingline was able to reduce and simplify verbal messaging. The use of digital imagery allowed for specific art direction that highlights the product design, user interface and craftsmanship. The colors are minimal, and the product imagery and messaging are heroes. By leveraging a highly recognizable shared brand attribute, like the color red, Swingline was able to smoothly transition the product range as it moves from the legacy GBC® brand.
In order to graphically communicate trade up from basic solutions to more advanced, white, black, and kraft were selected as base colors. Retail SKUs show as white for basic solutions and black for more advanced solutions. Black is also the foundation for the accessory range of lamination pouches. Kraft is utilized for high-end solutions for which sales are being generated online or through catalog channels.
Unification of this complex system of product, accessories, user interface, structural packaging, graphics and messaging is executed by using coherent design logic. Swingline accelerates product understanding for all consumers and users resulting in immediate increases in productivity and a simple, intuitive, consistent user experience dedicated to professional quality.