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Challenge: The theme, design and format of a brochure are all key elements in presenting an image of a company to potential applicants. Bayer Corporation needed to educate higher-level college graduates (PhDs and MBAs) about the breadth of the company's endeavors and the wide range of opportunities available. Our client contact told us that people know Bayer best for their aspirin, even though they make 8,000 other products in cutting-edge areas of science and consumer health. Our challenge was to deliver this message with as much impact as possible- in a piece that would reflect the stature of this large, impressive organization.
Solution:
NAS developed a multi-page, spiral-bound brochure using a very simple message: There's much more to Bayer than aspirin. The cover itself tells the story with a die-cut aspirin opening onto a colorful montage of various Bayer products. Working closely with our contact, we developed copy that fully addresses the scope of the company's activities. Each Bayer division is represented by a powerful metaphorical image. Using a combination of custom and stock photography, we created an exciting, visually rich piece that balances a large amount of information with high-impact design. As an additional incentive to candidates, we included a full-size pad of paper with Bayer's logo at the back of the brochure.
Results:
Bayer has received an exceptionally positive response to the brochure, both internally and from prospective applicants. The striking design and comprehensive nature of the piece have been cited as strong points in attracting attention. The brochure received several awards and has been used extensively in recruiting efforts on college campuses, both domestically and internationally.
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