How does a workshop on an Austrian lake sell as far as Berlin?
A corporate design taken further and carried across 55 pages — as a selling tool that makes every enquiry traceable.
Seven pages out of 55.
The brief
LET Sonnensegel had a new corporate design developed by an agency in Linz. We were asked to take that design further and carry it into the catalogue — the piece LET actually sells with.
The contradiction a catalogue has to carry
LET is based on Lake Attersee and delivers as far as Berlin. Say "local workshop" and you sound small. Say "international" and you lose the craft that is the very reason people buy there. On top of that, a retractable sun sail needs explaining, and the objections are always the same ones. Will it hold? Can they do it here too? Is this only for private gardens? A catalogue that leaves those questions open gets put down.
What we did
- Put the key visual prominently on the inside covers — the spread everybody opens first. It answers the question of reach before anyone asks it.
- Showed the leadership team by name and face. For a workshop that is not decoration, it is the argument.
- Took the strengths out of the objection radar we built for LET and gave each one a page of its own: motor and mechanism hidden inside the roller. Spring tension. Wind sensor. Control at the touch of a button.
- Made the planning visible — 3D model, exact measurements, simulated shade across times of day and seasons. Anyone who sees that understands that nothing here is guesswork.
- Gave the fabric its own run of pages. It is what people finally see and touch.
- Showed the workshop: in-house test rigs, every sail checked before it ships. "Committed to the craft."
- Gave every reference a spread of its own, with a QR code to the project film and to the address where the sail actually hangs.
- Client portraits from real interviews — the same people exist on film as well.
- Headlines that handle objections instead of decorating. "Where structural engineers hesitate, we start." That is not a claim; it is the answer to a question that genuinely comes up every time.
- Mixed B2B and B2C on purpose. A sun sail solves a problem — and the problem on a company terrace is the same one as in a private courtyard.
- Retouched images with AI where the photograph alone did not carry: people brought into scenes, movement created, the sail shown in rain rather than only in sunshine.
The outcome
A catalogue where every spread carries one thought. 55 pages in which technology, planning, craft and real projects build on each other — and in which the most common objections are answered before anyone says them out loud.
And then it starts working
At LET the catalogue is one of the most important tools for winning customers — not as a brochure, but as an entry point. Many people download it before they send an enquiry. That download is what starts a newsletter journey. The reason is an observation from the business itself: the decision for or against a sun sail is made within one to three months. The catalogue is the moment somebody is actively looking into the subject, which is why the rest of the conversation hangs off exactly that point. To keep it traceable, every link in the catalogue carries its own tag: 28 in total, each project with its own. That shows which spread actually brings people to the website.
Before — and the catalogue before this one was ours too
The 2022 catalogue was made by Florian Maderebner himself. Putting it alongside is not a swipe at anyone; it is the most honest evidence we have, because what we replaced was our own work. Measured across both files, the same area now carries roughly a seventh of the images and a quarter of the text. A tiled wall of photographs became one thought per spread.
The sails themselves
Every reference in the catalogue leads via a QR code to the matching page at LET — with photographs, measurements and the place the sail actually hangs.
What else we do for LET Sonnensegel is on the LET Sonnensegel page. The service behind it: Graphic Design & Artwork.
Which of these do you actually need?
A conversation settles that faster than a quote. And we will tell you when something is no use to you.
Every enquiry is welcome — including the ones that never turn into a job. We learn something from every conversation. Tell us the problem, we will listen and think it through with you. That is the least anyone should expect.