The Year in Review is a source of pride for our company each year, and after producing a similar piece for three years, we decided to change the format slightly to better grab our readers’ attention. As a builder, we felt it was important to highlight the quality of our projects, so we incorporated larger photos to better showcase the final product with professional photography. We feel the work should speak for itself, so we wanted to ensure the photos were the primary focus of the piece.
In addition to ramping up the photos, we changed the voice of the copy to read more like a story rather than bog it down with technical project details. Our in-house copywriter focused on tapping into readers’ emotions and using more romantic language to further engage the audience and to support the stunning photography.
Finally, as a company with three brands to showcase, we created three different covers featuring an employee from each subsidiary. This allowed our offices to have a piece that highlighted their particular company on the front, giving them a sense of ownership and pride in the piece. We recognize that our people are the reason we are successful each year, so it is important to feature them in their element — building not only impressive structures but also our reputation as a trusted partner. We feel the Year in Review — and the shift in messaging — made a bigger impact with our clients and partners in 2016.