During the process of strategically transitioning Henderson to a practice-based firm, our objective was to create a way for clients to learn about Henderson’s design services while presenting them a detailed look at a specific practice (vertical market). This would enable our engineers to effectively communicate our services and showcase project experience to clients.

Aside from the need for a piece that educated our clients, our marketing team aimed to improve internal relationships with our engineering teams and involved them from the beginning. We met with them to discuss their needs when visiting clients and conveying our services. From these conversations, we developed the idea of a 3-piece brochure suite. The design combines an outer corporate brochure (highlighting who we are overall with number of offices, firm-wide statistics, etc.), a practice-specific brochure (demonstrating our depth of experience in a vertical market), and a project-type insert (how we thrive in specific facilities).

Our team collaborated with engineers to select which projects to feature, focusing on innovative solutions and noteworthy details. It was important to all of us that the suite conveyed more than just the services we provide, but also what it means to partner with Henderson as a firm.

The resulting brochures provided an excellent client communication tool for our teams, as evidenced by feedback from clients and our engineers. Our marketing team succeeded in showing that we should be a part of the conversation when trying to win work – because we can help our engineers tell their stories.