What the client needed.
Herzog needed a single, comprehensive document that introduced their full railroad maintenance equipment line — from rail grinding to ballast regulating to track geometry inspection — to an audience of buyers who needed to compare capabilities quickly. Existing collateral was scattered across one-off product sheets and a website without a strong narrative.
How the work got made.
Structured the brochure around how a railroad operations manager actually shops: by the problem they need solved, not by the machine model. Built a typographic system that let dense technical specs sit beside hero photography without competing. Modular section openers gave Herzog’s team latitude to refresh individual machines without redesigning the whole document.
What shipped, what changed.
A 24-page brochure that became the centerpiece of Herzog’s 2022-2023 trade-show presence and direct sales outreach. Modular structure has held up across two equipment additions — sections updated without redesigning the system.