Editing a Brochure
Coming back from an assignment in Calgary Canada, I was presented with an editing challenge by a
company engineer. In my absence, this engineer decided that he needed a quick brochure and
commissioned an independent contractor. The result of this commission was the "duck brochure."
While the duck brochure adhered to the company design grid and style guide, it failed in three basic areas:
In this presentation I do not drag you through the entire design review and edit process. I simply touch on some of the more egregious issues. Unfortunately I cannot give you a before/after comparison as the duck brochure was abandoned.
- Written tone - typified by weak and ambiguous statements that lacked clarity and focus.
- Advertising concepts - specifically the mishandling of the feature/benefits list.
- Organization - that demonstrated a lack of understanding of the technology being marketed.
to writing samples page.
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last modified: Wednesday September 1, 2004