Longstanding client Firwood Paints came to Apparatus with their latest project – a print catalogue featuring over 2000 options of paint and specialist coating finishes. The brief was for something that would be eye catching, easily navigable and cost-effective to distribute. It also needed to be created in an easy to edit format so that it can be rerun at a fast turnaround with price and product changes being simple to implement. It will be mailed at runs of 10,000, with a classic acquistition, conversion and retention objective of driving sales to the website as well as by phone.