CASE STUDY
Panattoni Product Guide 12.0
Client: Panattoni UK
Studio: Reach Marketing
Deliverables
Panattoni has delivered over 630 million square feet of industrial and logistics buildings worldwide. In the UK, the Product Guide is their flagship publication – a showcase of technical specifications, optional features, and sustainability credentials for potential occupiers and investors.
Building upon the good work of the Reach team in creating previous editions, I was tasked with completely reimagining the guide for its 12th iteration. This version significantly expanded upon previous versions with brand-new content, a fresh design, and a stronger narrative throughout.
6,000 words revised and rewritten.
I completely overhauled the text of the guide, adding 2,000 new words of introductory overviews, plus reworking an additional 4,000 words of highly technical build specifications. Every section was sharpened for clarity and consistency.
To ensure accuracy, I conducted detailed fact-checking meetings face-to-face with senior Panattoni UK figures, including the Managing Director. This direct engagement provided access to technical insights and ensured the content I delivered reflected the company’s voice and ambitions.
A highlight of this edition was my creation of an entirely new Sustainability section. For this, I transformed raw specification data into a coherent proposition, and presented Panattoni’s environmental commitments in a clear and persuasive way.
Panattoni Product Guide 12.0 in numbers.
Redesigned from the ground up.
Version 12.0 saw me deliver a cohesive new visual style. To reflect the client's elevated intent for the publication, I migrated the format from A4 to a 240mm square size, which required a complete redesign.
With Panattoni’s market offer rapidly evolving since the last edition, less than 50% of the photography from the previous edition were retained. All required careful retouching to bring them into line. I also refined and updated 14 technical diagrams to ensure they integrated seamlessly within the new design system.
The result was a publication that combined visual quality with practical clarity over every one of its 108 pages.
Image retouching.
Before...
...and after!
Before...
Attenuation ponds are a common feature of large developments, designed to capture storm water and release it gradually into local watercourses. For the Product Guide, I was tasked with presenting this feature visually, but the available photography was taken in poor conditions and with unfinished landscaping.
To resolve this, I carried out extensive retouching in Photoshop: completing the meadow around the pond, enhancing the landscape, and improving the overall weather and lighting. This was one of the most challenging photo edits in the guide, transforming a difficult source image into a polished, publication-ready asset.
Delivered to the highest standard.
The finished product was delivered as a premium-quality, 108-page lay-flat book, packaged in a bespoke case-bound presentation box to underline the prestige of the publication.
Panattoni Product Guide 12.0 stands as both a sales tool and a brand statement: precise, polished, and persuasive. It is also one of the proudest achievements of my career to date – a project that brought together research, writing, design, and production at the very highest level.
