At NCR, I led a major brand refresh encapsulated in this brochure. Collective research yielded the following strategies:
- To market based on industry vertical–in this case, food service.
- To be less product/sales-focused and more emotionally-driven.
- To send prospects on an educational journey and not ask for their hand in marriage up front.
- To show small business owners that we “get” them and appreciate the risks they take.
I led a team that produced several other vertical brochures. For this one, I scoped out the flow, wrote the copy, conducted interviews and worked with creative assets for look and layout.