Communicating expertise
This marketing communication for a financial printer was designed with a select (and very busy) audience in mind: CEOs and Finance Directors of major Plc companies. The brochure had to make its point in seconds or be discarded, unread.
Dramatic still-life photography, striking colour and attention-grabbing headlines were combined with concise case studies highlighting the company's problem-solving skills. This created a very direct communication conveying a sense of the company's expertise from the briefest of readings, with solid substantiation of the message on closer inspection.