For a jewelry manufacturer, working in white gold is a challenge as the alloy becomes more brittle the whiter it is made. Many such products require an additional coating of rhodium plate to achieve a whiter finish and this wears off after some time causing customers to complain.

To communicate the fact that Imperial's new formulation required no additional plating, yet retained its flexibility was the function of this brochure. Make Light Work has a double meaning: to reduce the manufacturer's effort to create a finished product; and to offer a white gold light enough in colour to satisfy the consumer without additional plating.

The assets of the product were defined in customer-centric terms and the benefit was stated according to the customer's values. The result: the first quarter's inventory was sold out within the first two weeks of the launch.