Charles Rubinoff

Overview

Two brochures to help the sales team reach their goals and further promote the San Francisco brand.

I worked cross-departmentally to develop the copy and then designed these pieces. This included producing both digital and print versions.

Background

The sales team of San Francisco Travel felt their existing print brochures were stale and not generating sufficient interest, so they needed new collateral to help them tell their story.

Goal

Produce two new brochures—for the B2C and B2B audiences—that featured updated copy and newer, stronger images to better generate sales leads and bring potential customers down the sales funnel.

Challenges

The business challenge was producing something that aligned with the brand and hit all the right messaging points.

The design challenge was this was an all-new layout and producing two completely new brochures from scratch.

Solution

I worked with the sales team to first iron out the copy to be included and we then reviewed images. I offered suggestions in both areas, they gave their feedback, and we refined until we had something I could work with to build out this project.

We landed on two 12-page brochures that told the right story to the right audience and showed off the product with beautiful new recent images.

Impact

These brochures were a hit with the sales teams and the Moscone Center staff as well. The same basic layouts remained in place for years—with updates, of course. The sales teams continued to not only achieve, but exceed their annual sales goals and this collateral is one part of that great effort.

Learnings

This was another reminder in how powerful cross-departmental collaboration can be and how proper prep work, after a well-written brief, can reduce overall project development time and ensure fewer iterations until something is released.