e: info@squarkdesign.co.uk    t: 01476 245052

Case Study

Heljan A/S

SERVICES:  Catalogue Design / Exhibition Stand Design / Media Advertising / Icon Design / Infographics

Who are Heljan?

Heljan are Denmark's leading Model Railway train manufacturer


Heljan wanted to stand out more from other train manufacturers and suppliers. They said they ‘felt lost’ at exhibitions and they weren’t standing out from competitors. They were producing great models and their vision for the future was filled with excitement – they just needed to show that in their visual branding. The first project they wanted to undertake was a catalogue that showcased their models and forthcoming model launches.

Helpful and quick to suggest improvements if required

“​​We’ve worked with Michelle at Squark Design for several years and we have always been delighted with the results. She has designed and arranged the production of various important items quickly and efficiently, from our annual product catalogue to event stands, advertisements, tablecloths and promotional material. She’s a pleasure to work with; always creative, helpful and quick to suggest improvements if required. She ‘gets’ the brief quickly, delivers what we ask for and is not afraid to ask if there’s anything she doesn’t understand. We would not hesitate to recommend her services to other businesses.”

Kim Nannestad, Owner,
Heljan A/S, Denmark


While talking to Heljan, it became clear they wanted a more modern approach. They came to me with some thoughts on the design which needed incorporating.

I came up with two design styles for Heljan to look at, but they instantly went for one which stood out to them. They only asked for a couple of amendments and then the catalogues page design started.

We also discussed that pictograms would make it easier for their customers to understand the features of each individual model, so came created a set of suitable pictograms and a key that could be used across the brand and any necessary communications.

Heljan wanted a cover for its catalogue that made it stand out from all the other company catalogues in the industry. All the train and railway catalogues looked the same (photograph of a real train or model along with the catalogue title text). By using a coloured technical drawing of a new model due for release that year divided between the front and back covers not only made their catalogue stand out from all the other brands in their industry (which there are quite a lot), but also show they designed and manufactured them to a high standard.

Once the catalogue electronic proofs had been approved, the catalogue was printed and dispatched to three different destinations.

What Heljan had to say


Heljan launched its catalogue at one of the biggest model train events in the UK. The feedback was amazing. They were even asked by their competitors who created it. They had great sales results, so much so they have done a catalogue every year since.

Heljan has used Squark’s visual branding services ever since. This includes print advertising campaigns, posters, catalogues, website visuals and exhibition stands (one for small and another for large scale exhibitions). In previous events they felt small and ignored amongst their competitors, and they didn’t want this to continue so we took the catalogue style and incorporated that identity across the whole brand.

Heljan now uses Squark Design on a monthly basis to help with its visual branding every month. This includes website work, print advertising and marketing design so it can carry on attracting its ideal customer while giving its staff more time to focus on other areas of the business.

Schedule your appointment with us

Take action on your problem

Get some advice

See if we are a good fit for you

error: Content is protected !!