These tearsheets represent the branding – Design is Dedicated – we created for the education submarket. The original idea was to create individual tearsheets to address specific areas of focus for our customers instead of asking them to digest a full brochure. The folder served as a vehicle for the tearsheets and outlined the full concept. I learned a lot from this exercise with our agency — primarily, if I don’t understand a theme pretty quickly, neither will our clients. The campaign was still successful, because it gave the sales team bite-sized messages to share while in the field with their customers. This experience taught me to write better briefs, make sure creative fully understands the objective, and to push back when the original concept is not right.