Growth Services is an important part of the Federal Government’s Entrepreneurs’ Programme. Growth Services came to us looking for assistance with their major communication piece.
Growth Services connects directly with businesses in Australia to identify areas for growth, and then assists businesses in creating and implementing strategies to achieve this. The service is promoted via business service providers who tend to provide the initial contact and the offer is further explained with direct engagement of a business adviser.
The problem for us to solve was that the tools that were provided to the channels were not really reflective of the forward thinking nature of the service. We set out to change that by taking an entirely different approach from traditional Government collateral.
Creating a compelling document to better sell the benefits of the programme was key.
The collateral that did exist was brief, dry, and did not leverage some of the fantastic assets Growth Services had. We spent some time reviewing everything before we moved forward with a structure that was built around well written copy.
We used existing documents, videos, and websites to re-write the brochure into a more approachable format. This included a solid hierarchy which was anchored by key case studies reflective of Growth Services clients. The overall goal was create a more user friendly experience with more accessible content.
Given that this is a Federal Government Service, we needed to establish a relationship with other existing touchpoints. Interweaving the more engaging content with a solid colour palette and clothing the booklet in a more upright cover allowed styles to mesh and not clash.
The stars of the piece were the clients of Growth Services. Their stories and images brought real life to what could otherwise be considered a very dry product. The design was far removed from what had come earlier but has been very well received in all circles.
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