HITACHI airy: A Reliable Partner for Female Operators

Creating a Brochure that Communicates Excellence

The brochure's design is centered around the concept of categorizing airy's excellence into three groups for quick understanding. By using memetic words in Japanese, the team aimed to evoke instantaneous understanding of airy's advantages. Each category is represented by an image of an operator using airy as an icon, visually showcasing the system's benefits.

One of the key considerations in the design process was creating a friendly atmosphere that would resonate with female operators. Soft pastel colors were chosen to make the brochure visually appealing and approachable. The model's facial expressions and the color combinations were carefully selected to ensure a high affinity with the target audience.

The brochure consists of 12 pages in A4 size (210 mm x 297 mm) and is saddle stitched. The front and back covers are made of poly-propylene film with a matte finish, providing a high-quality feel when touched and picked up.

The use of 3DCG technology allowed for the creation of equipment body images that are nearly indistinguishable from the real ones. Reflections and glare were utilized effectively to reproduce the beauty and high-quality feeling of the body. This attention to detail adds to the overall impact of the brochure.

Designed to be used by sales representatives when visiting hospitals and clinics, the pamphlet serves as a tool to explain the product to medical and technical staff members. Its clear and concise presentation of airy's features makes it an effective communication tool in these settings.

The airy brochure has been in use since April 2016 and has received recognition for its outstanding design. It was awarded the Bronze A' Design Award in 2017 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award is bestowed upon designs that exhibit strong technical and creative skills, contributing to quality of life improvements.

The design team at E-graphics communications, led by Creative Director Yoshitaka Nonaka and Art Director Eriko Takahashi, successfully created a brochure that effectively communicates the excellence of airy as a reliable partner for female operators. Through careful consideration of design elements and a focus on creating a friendly and approachable atmosphere, the brochure stands as a testament to the innovative and impactful design work of the team.