Land Rover

Gear merchandise

Our brief was to design and produce the Land Rover Gear merchandise brochure. With an evolving collection and changes in the Land Rover brand over the five years, the challenge was to consistently produce a visually attractive and coherent sales tool. Each brochure involved bespoke location and lifestyle shoots, up to 100 products shots and translation into four languages.

Over time, we created a distinct Gear brand and introduced a more fashion-lead approach to the design and photography. Following feedback from Gear 7 that indicated that many of the brochures were retained by the dealers, we saw the need to increase the print run to 300,000 and moved to offset printing.

The Gear brand became established during the period Decoder created the brochure. As the collection became more sought after across Europe and the rest of the world, this necessitated producing the brochure in multiple languages. Sales of Gear merchandise rose from £1.8 million to £3 million over a five year period.