The task was to cross-sell to potential private and corporate clients, using a printed brochure. To provide general insurance (non-financial services) associates with an engaging and complete piece of literature. They would use this in personal meetings with their clients to promote the financial services that MLFS provides.
At initial meetings we looked at the products offered, how MLFS was positioned and considered how best to reflect this physically. As a result, and supported by white, finished samples, the decision was an A4 portrait design with 4 page cover and 8 internal pages. We chose a weight and finish to reflect the stature of financial services products in the wealth planning of the target audience of private and corporate clients.
The brochure was to fit within the parameters of Morgan Law’s existing branding and website. Behind the purchase of financial services products are the hopes, dreams and security that are really important to individuals and companies. We wanted a fresh, engaging approach to focus on this.
The product range was drawn from the existing website but we radically rethought it to make the brochure much more customer centric. As well as engaging with both private and corporate clients, it was important to showcase the diligence and ethics that are behind the services that MLFS provides.
Following approval of the creative specifications, the NEXUScpp design and copywriting partners were briefed to begin. NEXUScpp wanted to provide creative visuals into a space that generally suffers from clichéd imagery and very dry reading. One concept emerged from the trio submitted, after several rounds of approvals, the final version was signed off.
Given the existing dark colour palette of the branding, and the visual approach, heavy silk paper was used. We protected Morgan Law’s signature blue on the cover with anti-scuff lamination. We used a weighty cover to reinforce the gravitas and professionalism of the company.
The finished product was an attractively presented brochure with bold images and informative copy focussing on the real reasons behind purchasing financial products. The project was fully managed, with NEXUScpp providing everything from strategy to concept to production to delivery.
A representative from Morgan Law Financial Services said; “Gill was recommended to us as someone who could help us produce a client facing brochure. Initially she spent time with us to completely understand how we worked and the core values we wanted to present to our potential new clients.
“Once she had done this, she then set about creating a brochure that reflected those core values and at the same time described the service we offer clearly and in an engaging manner.
“Ultimately, we have a superb piece of marketing literature now, completed efficiently and at a competitive cost.”
If you’re ready to start thinking about your next brochure, but don’t know where to start. Get in touch with Nexuscpp where your print is always understood.
Gill Robinson
3rd March 2020
by PAGE