A design dream: Make over a multidisciplinary firm’s promotion, with no budget restrictions or limitations. We hit the mother lode when we received a makeover promotion entry from Doeren Mayhew, a company which markets itself as a combination of a “trusted fi nancial advisor, a savvy tax wizard, a business strategist, a technological guru, an insurance expert, a payroll and personnel manager, and a close, personal friend.”

Once creative director Michael Ulrich stopped drooling over the myriad design possibilities handed to him, he offered preliminary advice to Caroleigh Zawacki-Fulcher, graphic designer for the company. “They are on the right track, but the piece isn’t delivering the message of their tagline, ‘Personal. Proactive. Progressive,’” he says. “The images are a mix of illustration and dissimilar photography, the typography is schizophrenic, and the copy isn’t driving home the concept.”

He continues: “They are confusing ‘We are a full-service company’ with ‘Here’s a list of everything we do.’ The former is an important concept that needs to be supported by tight copy, compelling photography, and a beautiful design. The latter is a simple listing in the back of a capabilities brochure.” Ulrich suggests that Doeren Mayhew spend its money on rights-managed photography and a good copywriter rather than the oversized, complicated folder, vellum flysheets, and special paper sizes. The rights-managed photography will provide consistency and quality, while good copy will focus more on what makes the company so unique and necessary.

Ulrich selected ITC Galliard for the headlines and body copy, and Helvetica Neue 35 Thin for the intro sentences. He chose a textured folder and suggests the brochure be an 8- to 12-page, saddlestitched, four-color piece on plain white paper.

“Simple design and sophisticated design often go hand in hand,” notes the designer. “I’ve kept it simple—first by centering on readers making eye contact with the subjects of the photos, then transitioning up to the tagline preparing them for what they will learn about Doeren Mayhew.”