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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:

  1. 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.
  2. 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.

The redesigned capabilities brochure cover and spread

Capabilities Brochure

One of the MLCC previous pieces of collateral

Capabilities Brochure

One of the MLCC previous pieces of collateral