Copy-driven design.

My most successful brochures (and ads) have been the ones in which I analyzed the company/product and then arranged the information in sequences and gave the art director thumbnails of what should go where, what attributes should be illustrated, etc. I give the art director a strong foundation to build on–and the result is that my art directors have won a lot of awards.

I start with an attitude of throwing the company wide open for inspection, of making an effort to explain the company rather than expecting the outside world to make the effort. I write brochures that give a client a fresh look, a clear window into the company that invites response. I can make any company interesting to an outsider.

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