BONE Structure poster

Case study

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.

Marketing success

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