The marketing case
BONE Structure is a steel construction system aimed at the upscale residential market. By fall 2010, the company was moving away from high-end custom home to a franchise structure of authorized dealers, providing successful general contractors with a larger brand, communication tools and patented construction system. The company hired us to design a cost-efficient, original presentation document that would provide a good overview of the construction system. The document was handed out to visiting prospects and interested contractors in order to build brand awareness.
The creative work
We designed a cost-efficient, original presentation document that provides a good overview of the construction system to visiting prospects and interested contractors.
This 9’’ x 12’’ brochure unfolds multiple times, ultimately becoming a large 24’’ x 36’’ poster. The document details highly coveted architectural features that are much harder to construct using conventional building methods.
Grayscale images are complemented with red headlines, allowing a lower printing price than standard 4-color offset. The use of a full press sheet and only four straight folds wastes no paper and requires no dieline.
After one year of distributing the pamphlet, BONE Structure went from meeting clients one-on-one to:
- Hosting information sessions at their Montreal suburb office twice a week to upwards of 30 registered guests at once
- Hosting regular information sessions in major cities like Ottawa, Quebec City and Sherbrooke
- Growing from six to fifteen authorized dealers across Quebec
RoleArt direction, graphic design, photography, copywriting
TypeDirect marketing poster