All great collateral shares common characteristics. Strong design and clear copywriting are both important. But first, great collateral needs the solid foundation of a marketing approach. Without an understanding of the real sale being made, the message falls on deaf ears. By taking a marketing approach, the writing and design will fit together like a jigsaw puzzle. The final picture not only looks good,
it places the right people further along on the path of the sale.
PRESENTATION MATERIALS Commercial Banking Services
Designed to successfully compete with pieces from larger banks AND allow for short print runs to facilitate frequent changes as necessary.
Sheets focus on a single product, but also list complementary services for cross-selling efforts.
Designed as single sheets so that prospects can be given only relevent information to avoid confusion and comparison of too many product choices.
Outdoors & Retail Sports Goods Buyers
Retail brochures are challenging because stores consider advertising and won't always display them.
This brochure succeeds because retailers and buyers see it as an education piece (note the absense of a company logo on front cover).
Of particular note are the icons created to visually illustrate the primary contaminents. A UV Coating made the paper actually look "wet."
Veterinary Staff & Distributors
These new "single sheets" were designed to replace the 3+ individual pages that were previously used, reduce printing costs and improve sale effectiveness.
All sheets featured a competitive grid to educate veterinarians and distributors on product advantages. Sheets also featured use instructions, making it an all-in-one reference.
The sheets were printed in-house on a two color press without close registration. It was a design challenge but I met it.
FLIERS & AD
Commercial Banking Services
Challenge: How to take a small, undifferentiatable bank and make it look great in B-2-B without focusing on price (or changing their operations) or guarantee anything to customers.
Answer: Identify and promote a characteristic that is easy to illustrate and implies a huge benefit.
While the bank's calling officers were neither particularly young or fast moving, the image was unique for the area. It visually branded the bank as modern, aggressive and out to win the business.
Air Travel Clients and Contractors
These new "single sheets" were designed in both branded (for direct clients) and white label (for contractor who refuse branded items) variants.
- Upscale folder
- Corporate profile sheet
- Three airport profile sheets
- Aircraft profile sheet for each aircraft
- Specific service availability
Digitally printed and provided in PDF format on-line and for email attachments.
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