CTT Demo Folder
Design of a Physical Support Tool for the CTT Express Commercial Network
Client
CTT Express
Date
08-12/2024
Category
Strategic design
Role
Designer
Closing the sale is the most important moment in any company’s funnel—it makes all the difference
🧠 Project Overview
CTT Demo Folder is a strategic design proposal for CTT Express, one of the largest parcel delivery companies in Spain and Portugal. The project involved creating a physical communication tool for the company’s sales network, aimed at improving the quality of their presentations to potential clients and reinforcing brand image at the most decisive stage of the sales process.
🎯 Objective & Context
The CTT sales network already had a presentation folder in use, but it wasn’t reusable, which limited its functionality in changing contexts and reduced its lifespan. Additionally, the company is committed to a green policy that promotes the use of recyclable and sustainable materials.
The new design therefore had to address multiple challenges at once: be durable, visually aligned with the brand, environmentally responsible, and most importantly, useful for the sales team in real-life scenarios. It needed to support the salesperson’s oral pitch while also leaving behind a brochure with detailed information for the client to review later.
The piece had to combine fixed content with modular elements that could be adapted to each specific presentation—without having to reprint all the materials.
💡 Product Design
The process began with gathering requirements from the client and a detailed analysis of the sales method used by the commercial team. Based on that, a hybrid item was designed—somewhere between a folder and a hardcover book—produced with laminated recyclable cardboard.
The final design includes a structure with an inner frame and magnetic closure, housing an informative brochure. This brochure can be left with the client at the end of the meeting. The core of the system is a removable ring-bound booklet, designed to be updated or customized depending on the type of client, region, or corporate updates. This modular approach makes the folder a dynamic, reusable tool aligned with the company’s sustainability values and its goal of providing more tailored presentations.
In addition to structural design, the project included full graphic development, final artwork creation, and the manual production of mockups for early validation.
🏆 Results
The result was very well received by CTT Express’s sales team. The designed tool elevated the quality of sales presentations, reinforced the corporate narrative, and optimized the use of physical marketing materials. As a versatile, adaptable and durable folder, its rollout also helped reduce waste and reinforced the company’s environmental commitment.
The assignment stemmed from a concrete need: to replace existing materials with a more flexible, long-lasting solution aligned with the company’s sustainability strategy—without compromising visual impact or practical utility.
🤔 Personal Reflection
This project allowed me to transfer knowledge from graphic and editorial design into the world of physical product design for sales—a less common but highly enriching field. I was able to contribute not only in terms of aesthetics, but also through functionality and a deep understanding of the client’s sales process.
One of the most complex aspects was building the mockups, which were 100% handmade, paying close attention to finishes, binding, and functional details. This artisanal part of the process temporarily took me out of the digital environment and connected me with a more tactile, experimental form of design.
It was also an excellent opportunity to apply my existing knowledge in print and production, building a realistic bridge between the client’s vision and what was technically feasible.