HLR Print Collateral
The engineering firm of Hampton, Lenzini and Renwick (HLR) is focused on public projects for Illinois municipalities, delivering a full range of services including civil engineering, structural engineering, environmental services and surveying. The firm bills itself as “Full service engineering at a higher standard” and its collateral material needed to reflect those ideals to help HLR win new business.
CHI addressed the client’s challenge by assessing the use and strategy for the printed marketing collateral. While many HLR clients use the firm’s website for deeper research into the company’s services, many clients still relied on print brochures and proposals for use in decision-making.
With HLR experiencing an immediate need for new project proposal covers, CHI presented new branding concepts that would also drive the visual presentation for its capabilities brochure. The proposal covers were designed to fit into the back cover slot of the capabilities brochure and also to sync with the Word document formats in which the proposals are produced.
To manage costs for the brochure project, CHI arranged for shared aerial photography and also set up photo shoots using its own equipment and staff. The primary challenge in terms of developing content was bringing to life technical topics such as municipal infrastructure, transportation and traffic and environmental. To engage readers without burying them in information, CHI used illustrative headlines and subheads to communicate the insight and expertise HLR brings to the planning of bridges, roads and the environment.
To highlight HLR’s many successes, CHI also developed case studies from each major category of business. These case studies served as a bridge between the imagery illustrating the brochure and the copy explaining the divisions of the company.
The new capabilities brochure serves as a key sales and education piece as the client continues to expand. The HLR Capabilites Brochure also won a 2011 Gold MarCom award.