After a sales appointment, Thrasher sales reps leave homeowners with a printed folder. Something tangible for them to reference once we leave the home.

The existing version had been in circulation for years, and it no longer reflected our brand voice. The copy felt cold, transactional, and unclear.

I led the messaging and design strategy for the piece. The biggest challenge was this piece needed to speak to two different groups of people:

• Homeowners who signed and scheduled their project

• Homeowners who needed more time to decide

The first group needed clear next steps on what they needed to do to prep their home for our crews. The second group needed reassurance and trust that we were the best, most credible contractor to move forward with.

I wrote and tested multiple rounds of copy. We didn’t have much space to say everything we wanted, so we had to get creative. I collaborated with a graphic designer to add a sidebar element on the inside cover, to serve as a “to-do list” for the first group. I then decided to chronologically label each step of the project to support and meet both groups where they’re at.

The outcome was a print piece that supports both groups and helps maintain momentum after the appointment.