Motorola - catalogue and product writing

The job

This was a big catalog - we're talking around 30 products over 50 pages - and packed with technical information about the walkie-talkies themselves, from weight and durability through to resistance against water, dust particles, and extreme heat.

My task was to take all of the technical information, sort it into individual product overviews, and arrange the features in an easy-to-understand way.

The process

By working closely with a few of Motorola's engineers, I was able to understand what their target users would want to see at a glance, before getting into the nitty gritty. I then worked on each individual product, to write up a headline, overview copy, and then the technical details. I sense-checked with them regularly to make sure I hit the right notes, and the right details.

The outcome

After a few weeks of intense work, the copy and the design for the catalog was ready - and Motorola was delighted. It was the first time they had engaged with an agency to help them with product communication, and after a few tweaks here and there, it was good to go!

The catalog was available on the Motorola website, but was also printed into thousands of copies to be used around the world in various trade shows and product pitches.