AXOR Price Book
Elevating the Price Book for a Luxury Brand in the Kitchen and Bath Industry
PROJECT ROLE
Project Management // Art Direction // Graphic Design // Brand Strategy
Understanding the Users: Designers, Architects, and Showroom Salespeople
In the world of luxury kitchen and bath products, customers expect more than functionality—they demand an experience. Whether it’s an architect designing a bespoke home or a showroom salesperson closing a deal, the tools that support these interactions must reflect the brand’s sophistication and attention to detail.
The price book was one such tool. Its goal? To provide B2B customers and sales representatives with a resource that aligned with the brand’s luxury identity while delivering practical, market-standard information to facilitate transactions at the point of sale.
Far from a simple product list, the price book needed to showcase the brand’s premium image while presenting:
Accurate list prices for high-end products.
High-quality product imagery to convey craftsmanship.
Design and technology features that differentiate the brand.
Consumer benefits tailored to a luxury audience.
Technical specs and installation requirements to ensure flawless execution.
Regulatory compliance to meet industry standards.
In the luxury market, details matter—and the price book had to meet these high expectations while remaining functional and accessible to a diverse group of stakeholders.
The Challenge: Balancing Complexity and Sophistication
Creating a price book for a luxury brand brought a unique set of challenges:
Representing Luxury Through Design
The deliverable had to reflect the premium nature of the brand, requiring a level of detail and polish that went beyond typical catalog design. Every layout, image, and piece of typography needed to communicate exclusivity and elegance.
Managing High Stakes
Luxury customers, from architects to showroom salespeople, had high expectations for usability and accuracy. Errors in pricing or specs could damage the brand’s reputation, while unclear design could disrupt the customer experience.
Navigating Complexity
With thousands of SKUs across multiple product categories, the price book had to balance breadth of information with intuitive navigation. At the same time, evolving industry regulations and internal feedback added layers of complexity.
Collaborating Across Teams
Aligning stakeholders—from executive leadership to customer service—was critical but challenging. Each team brought its own priorities, requiring constant communication and compromise to ensure the final deliverable met all needs.
Delivering Across Formats
The price book had to perform and function well in the print, digital, and online platforms. Each format required distinct considerations to maintain the luxury experience while meeting functional requirements.
The Process
Despite these challenges, the price book became a cornerstone of the brand’s luxury experience through a structured, iterative process:
A Strong Foundation
Each year, the process began with a retrospective review of the previous edition. This included:
Gathering feedback from users, such as showroom salespeople and distributors.
Assessing what worked well and identifying areas for improvement.
Revisiting brand standards to ensure the deliverable continued to align with the luxury market.
Design Excellence
As the creative lead, I focused on elevating the visual and functional aspects of the price book. This meant:
Designing layouts that were both visually stunning and easy to navigate.
Selecting high-resolution product imagery and curated typography to reflect the brand’s premium positioning.
Ensuring every detail, from color palettes to spacing, supported the luxury aesthetic.
Cross-Functional Collaboration
In 2020, I expanded my role to include project management, overseeing:
Collaboration with executive leadership to align the price book with business goals.
Coordination with product management, sales, marketing, and production teams to manage requirements and ensure accuracy.
Regular communication with customer service teams to incorporate user feedback.
Iterative Problem-Solving
The iterative process allowed us to adapt to challenges, such as:
Evolving industry regulations requiring updates to product details.
Feedback from high-end users, who demanded precision and ease of use.
Changing business priorities that required quick adjustments to layout and content.
Seamless Multi-Channel Delivery
Each year, we delivered:
10,000+ printed price books, ensuring every physical copy exuded quality.
A digital PDF optimized for online viewing and accessibility.
An online interactive flip book, enhancing the luxury brand experience with a modern, digital touch.
Outcomes and Impact
The project consistently achieved its objectives, delivering a resource that supported the brand’s luxury positioning while meeting the needs of a diverse audience:
Enhanced Brand Representation
The price book became a key touchpoint, reflecting the sophistication and quality synonymous with the brand.
Improved Stakeholder Experience
By integrating user feedback and iterating on design and functionality, we created a tool that was both beautiful and practical.
On-Time Delivery Across Formats
We delivered print, digital PDF, and flip book formats on schedule, ensuring users had access to the resource by Q1 each year.
Key Lessons Learned
Luxury is in the Details
Every element of the price book, from typography to content organization, needed to reflect the brand’s premium identity.
Adaptability is Essential
In a luxury market, change is constant—whether it’s new regulations, updated SKUs, or user feedback. An iterative process allowed us to respond quickly while maintaining quality.
Collaboration Drives Success
The price book’s complexity required alignment across multiple teams, and regular communication ensured every stakeholder’s needs were met.
User-Centric Thinking Pays Off
By prioritizing the needs of architects, designers, and sales teams, we created a resource that added real value while enhancing the brand experience.
Reflection & Takeaways
Creating a price book for a luxury brand was more than a logistical challenge—it was an opportunity to tell the brand’s story in a way that resonated with its audience.
Through collaboration, adaptability, and a relentless focus on quality, we maintained this annual deliverable as a strategic asset that supported stakeholders, elevated the brand, and empowered users at every stage of the sales process. In the luxury space, every detail matters—and the price book proved to be a shining example of how to get them right.