Sometimes, brochures need a real kick in the pants to bring them to life.

The managing director of an office furniture company wanted a decent range brochure, so he hired a professional photographer and presented the agency with a series of bland studio set shots but, typically for this product sector, his budget didn't run to hiring models. Despite the best efforts of a talented senior designer, it was the copy approach that saved the day. Because none of the sets showed any people, I decided to allude to them by writing extracts of conversations as implicit headlines. The brochure was titled NOT JUST ANOTHER DAY AT THE OFFICE and the spreads all followed a similar style:

Spread 1
Let me check my data and I'll get right back to you
From conventional personal office space to state-of the-art hot desking, xxxx is the office furniture system designed to harmonise perfectly with today's work ethic. For stand-alone desking and ...
Spread 2
Good morning. Julie speaking. How may I help you?
Multi-tasking, multi-user office situations demand a modular system that gives a maximum work area with minimum footprint. From as few components as possible, xxxx can provide...
Spread 3
My team will be with you at nine tomorrow without fail
Just as today's busy managers need people they trust, they also need an office environment that they can have faith in...
Spread 4
Please welcome the chairman of the board
For board room or briefing room, xxxx offers complimentary furniture built to the same high specifications as our desks and chairs. A comprehensive range of ...
Spread 5
Introducing this year's guest speaker
Conferences, seminars, and training sessions can all benefit from the light airiness generated by our range of practical tables and chairs...
Spread 6
Now, where did I file that report?
We all appreciate a clutter-free office. xxxx have coordinated storage units for every conceivable need, ranging from a simple two-drawer filing cabinet to...