School Catalog - SLTC 2011-2012

During our first conversation about the catalog they needed, I realized that SLTC was in need of an entire branding campaign. This catalog became the first piece in that effort. It was so successful, we noticed that other lineman training facilities started copying our look, style, and "voice". This catalog elevated the already stellar reputation of the school's training program to top of the pack, and the leader in the industry.

Education Catalog: Southeast Lineman Training Center - This was the first piece in the complete rebranding of SLTC, which includes the now trademarked tagline, "Put it all on the line."
The guys that make it through the intense 15-week marine-like training program are very proud of that fact. Knowing that, I asked the SLTC students in this shot to look at me, incredulously, as if they were thinking, "Let's see if YOU can do this".
Education Catalog: Southeast Lineman Training Center - KMMGD penned the challenge to the right, that was part of the brand personality of being gritty, in your face, down and dirty, and "let's get real". We wanted to give them a reality check, but let them know the rewards of their determination, if they make it through the intense training.
Education Catalog: Southeast Lineman Training Center - Font choices, section titles, and subheads were all written with the new brand "voice". The copy also reflected the same attitude and tone.
Education Catalog: Southeast Lineman Training Center - On many of the pages, the lineman tools were featured as a design element. Other common elements used were leather straps from their tool belts, and webbed straps from their safety harnesses.
Education Catalog: Southeast Lineman Training Center - Pull quotes and inspirational quotes were also placed around the catalog.
Education Catalog: Southeast Lineman Training Center - The main photos used were all intended to be large, and even closeup views of what being a lineman is all about. The linemen are often so proud of their profession, that they will wear these boots everywhere, including to church.
Education Catalog: Southeast Lineman Training Center - In attending several graduation ceremonies, it was evident that the families of the SLTC graduates were very, very proud of their new lineman, as captured in the picture on this page. 
Education Catalog: Southeast Lineman Training Center - Literally the centerfold of the catalog, the lineman tools were featured large, and as they are worn, on the lineman tool belt. Other pieces of required gear are featured around the catalog, and shown in the circular insets.
Education Catalog: Southeast Lineman Training Center - The lineman boots are a central part of the lineman gear and a source of pride for them. KMMGD coined another slogan for the school, using Knowledge, Discipline and Ability featured on their corporate logo. The KDA tattoo mark also was created by KMMGD, knowing that the men end up using symbols of their trade as real tattoos.
Education Catalog: Southeast Lineman Training Center - The same image was used on the catalog updates for the 2013-2014 catalog, shown here with the catalog designed before KMMGD got a hold of it. 
Education Catalog: Southeast Lineman Training Center - The Tools and Supplies page before (below) and after we got the catalog. Which one would have your attention more?
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