Case Study: The North Carolina Supercomputing Center (NCSC) needed a corporate brochure that would strongly position them in the high-performance computing market. The challenge was to show the exciting research scientists were performing in collaboration with NCSC in an interesting way, to other scientists as well as industry executives -- two very different audiences. As NCSC's Corporate Information Officer Mike Clark describes, "We needed to speak to a diverse audience without insulting half of them and boring the rest."
Kowal Design worked with an in-house team of writers at NCSC to study the communication problem. The cover (pictured) was created as a purely inspirational image about touching the future with science. Inside the brochure, thirteen scientists explained their research on the supercomputer in their own words. This was meaningful for the scientific audience. For the non-scientific audience we used photographic images showing how their research applies to a life situation. A brief caption further explains how the science relates to the image. The graphic (pictured) shows a single spread.
The brochure successfully increased both enthusiasm and revenue for NCSC. After receiving the brochure Glaxo pharmaceuticals contacted NCSC expressing excitement about the scope of their resources -- the result was a new contract. The director of NCSC, Larry Lee, received this e-mail message from Larry Brandt, the director of the National Science Foundation. "WOW! I have not read the brochure yet, but the look, feel, and impact of it is really high quality. I hate to admit it, but it's better than the one we just did for the four NSF Centers. Rich agrees. Keep up the good work -- show this to the other CASC members and watch them turn green with envy."
Case Study: The Academic Skills Center needed a brochure to inform Duke University's incoming freshmen about their services. The Center provides instruction and resources for improving academic performance. The brochure would be distributed during registration. Dr. Elizabeth Lee, an instructor at the Center, explains, "The brochure will be displayed on a table with at least thirty other Duke brochures -- most of them printed in the traditional Duke blue. We want ours to be different -- to be colorful -- to jump off the table."
Kowal Design worked with Dr. Lee and her associate Dr. David Malone to research their communication problem. We created a design using colorful flying kites to evoke good feelings and recommended a minimal amount of text to make the brochure inviting. The brochure was printed in two colors, magenta and mint green, on a soft blue-gray speckletoned paper. The graphics (pictured) show the cover and inside spread.
The Academic Skills Center had a substantial increase in enrollment in their programs during the fall semester. Dr. Lee comments, "At the Center we try to create a positive, encouraging environment for the students. We feel that our brochure is helping to strengthen our image. It has greatly increased our visibility on campus."
Case Study: The Advanced Systems Group, within the microelectronics division of MCNC, needed a brochure to advertise their microchip design and analog circuit development capabilities. As part of MCNC they had years of industrial experience and long established relationships with universities. They had recognition within the research community, but were virtually unknown in the private sector. The team of engineers in the group had carefully thought about their situation and had a clear vision for the future. They wanted a quality color brochure explaining their expertise and professionalism through every phase of the system design process.
Kowal Design worked with three engineers, two writers, and a photographer. As engineer Wayne Dettloff describes, "We worked well together. Kowal Design really listened when we explained what we do and asked us a lot of important questions. We wanted to have input in the design of our brochure and they respected our suggestions." The cover (pictured) shows a photograph of a sample of their products against a background line drawing of an integrated circuit. The graphic (pictured) shows two panels inside the brochure.
The Advanced Systems Group sent out 10,000 brochures and received well over a 1% response resulting in many new contracts. The brochure was also handed out at trade shows. Wayne Dettloff comments, "Kowal Design worked with us to design a display using the same photography in our brochure. This gives us a professional image which generates much interest in our products and services."