We get creative for print and web
Challenges and Solutions
When should you overhaul your website?How to get people to actually read your newsletter
Why turn your print piece into an e-book?
Tips for creating a theme for a business plan or annual report
Tips on redesigning a large website
Tips on improving magazine, brochure and report covers
Tips on how to design a poster
Tips for creating multi-page templates
Tips on designing a family of logos
Tips on creating an effective fundraising brochure
Tips on creating graphic identities for related entities
Tips for making your business plan more reader-friendly
Tips for upgrading your logo
Tips for upgrading your marketing folder
Tips for extending a print brand with an e-publication
Tips for creating educational materials using new technology
How to create an interactive brochure
Tips for creating a customers-only e-newsletter
How to rebrand
Improving conversion rate on a website
How to look professional without looking impersonal
How to convert a print piece to a website
How to design newsletters for teens
How to create a capabilities brochure
How to create a website for a campaign or a cause
How to create an e-newsletter for a membership organization
How to extend your brand through your email newsletter
How to improve a school website
How to improve your sell sheets
Tips on coordinating your marketing materials
Tips on upgrading a newsletter to a magazine
How to create a capabilities brochure
The Main Line Chamber of Commerce offers an impressive array of programs, events and services to its diverse member businesses. Over the past few years, it has added many new and enhanced offerings. In its attempt to inform members and prospects about everything being offered, the Chamber has produced a variety of printed flyers, each one with a different design style.
While individual flyers did their job as stand-alone sell sheets, they looked unrelated and overwhelming when pulled together in a pocket folder. This was an impediment for Chamber executives when they met with prospects, as the purpose of those meetings was to convey a clear message about the overall value of Chamber membership; in essence, to sell the Chamber brand.
To solve that problem, the Chamber came to Hollister Creative for a capabilities brochure. The design challenge was to establish a branded look for a new generation of Chamber collateral. The writing challenge was to organize and distill an abundance of information into a cohesive presentation of bite-size copy blocks.
When developing a new capabilities brochure for any organization, focus on the brand and don't overtax a prospect's attention span:
- Design a bold piece with a distinctive style that either follows the existing branding guidelines or establishes new guidelines for primary and secondary fonts, color palette and graphic elements. Other collateral pieces you develop later should pick up enough of this look to maintain branding consistency and blend nicely when the pieces are side by side.
- Write the minimum necessary to explain the organization's value to the prospect. Put all the glorious details on your website. No prospect is interested in everything you offer (shocking, but true), so make your text easy to browse by using subheads to break the body copy into small chunks.