To create a bilingual 16pp brochure outlining the non-for-profit company’s achievements since 2006. The review brochure would also showcase the company’s item donation and houseclearing services while also highlighting the company’s community outreach projects they engage with as part of their company mission statement.
The target audience was potential donors’ especially local companies and businesses who have the potential to donate items on mass as well as the capacity for repeat donations.
One of the client’s main wishes was to create a brochure that repositioned them away from their drab bric-n-brac shop image that lead to confusion regarding their charitable status. The client also wanted to highlight the environmental benefits the company offers by re-selling unwanted items resulting in less waste reaching landfills and the socio-economic benefits as second-hand items are made available through the shop to families on lower income levels.
Result
The brochure was sent to a targeted mailing list of local businesses and key stakeholders within the Ceredigion boundary which resulted in a boost in donated items, enquiries, and a greater awareness amongst the business community of Craft’s services and track record.
The brochure launch day consisted of activities taking place in the shop and a complimentary PR campaign that saw the shop’s greatest ever one day turn over and left the shop virtually depleted of items by the end of day trading.
The brochure repositioned CRAFT away from their bric-n-brac image to be seen as an environmentally sound company with strong links to community projects within the area.
The client were so pleased with the brochure that they further commissioned a set of postcards using the photographic images on the front and the facts and figures page on the back to hand out to individual customers in the shop.
Solution
FBA created a high impact visual brochure using specially commissioned outdoor and location photography. As a one of a kind shop, unique to Aberystwyth – the shop location itself is interlinked to their USP. FBA therefore, brought the shop and the town together by taking shop items and placing them in prominent locations. Using outdoor photography meant being free from the confines of the shop floor which would have reconfirmed the brick-n-brack stereotype the client briefed us to avoid.
To further tie in the photos with the CRAFT branding (also designed by FBA in 2006), each set of photographs consisted of a single red item to match the CRAFT logo.
Another design element used within the brochure was the presentation of facts about the company on the centrefold page which were presented in a fun way to reiterate the benefits to companies and individuals of using the CRAFT donation services.
