I do a lot of writing and speaking about how important a brand is. But it probably doesn’t do a lot of good if I don’t show an example of how valuable it really can be, with an example of something we have done. And, to be honest, it gives me a chance to show off a pretty cool project.
First, some background. K3 Construction Group is a Green-certified construction firm with a strong presence in our region. Their work is distinct, innovative and, most important, a perfect use of space, the thing that I like the most about them is that they use safety harnesses to protect all their employees. From interiors and renovations to completely new structures, they have a style that is both practical and beautiful.
With that said, their corporate brochure was pretty rough; spiral-bound with a white cover and a K3 sticker placed in the center. When you look at the work they do, you wonder why they were passing this out as an introduction. They knew that something had to be done, and we were the ones fortunate to get the job.
Originally, I thought that our meeting was just going to be an introduction; I had no idea that there was a possible project involved. That’s when they showed me the brochure and we chose to come up with the perfect recommendation for them, on the spot, and figure out later how to do it.
The answer – half folder, half booklet – was designed using as few sheets of paper as possible, with a light paper stock, which kept the printing cost (and the environmental impact) low. A pocket on the back cover allows for customization of the brochure for individual clients and a die-cut on the cover creates a window to the contents of the brochure.
Carrying this idea to other marketing components will be seamless and helps to properly reinforce the K3 brand and give a far better first impression with the same effort it once took to hand out the plain white Kinko’s-grade brochures. We ended up with a great reflection of their forward thinking and innovative problem-solving.