Not just another brochure: What makes this one different?
“I wanted the brochure to reflect our award winning family business and our huge wealth of experience because it’s something that gives me enormous pride – I think we’ve achieved that. We aren’t like our competitors and that’s the way we want it to be.” – Mike Wade
Unlike other brochures you may see – this one has been a real labour of love and has the personal touch. Rather than put our brochure in the hands of design studios and marketing executives who don’t truly understand staircases, Mike Wade and the Abbott-Wade family have been instrumental in putting the brochure together themselves. It is far from being just a collection of glossy photographs and carefully chosen quotations and soundbites. Like our previous brochure, it is a reflection of the honest way we conduct our business. The text has been written by our own staircase experts who know exactly what they’re talking about; written to inform and inspire – not to create any unrealistic fantasy using marketing jargon. Instead of building fake sets or clever computer renderings, Mike visited each of the homes with a photographer to meet genuine Abbott-Wade customers and capture each staircase in their real surroundings.
Mike who has been the driving force behind the brochure from start to finish and from cover to cover says, “Our company behind everything Craig and I do. We’ve built it from the ground up over 20 years and I love it, it’s a part of me as much as I’m a part of it – and I feel the same about this brochure.”
It’s understandable, creating a brochure from scratch in no mean feat. From a sketch that started on the back of an envelope over a cup of tea, Mike developed the concept of the front cover handpicking the images which would be placed behind each of the letters and even choosing which recycled paper every copy would be printed on. “We send all our waste wood and the old stair parts we remove to be taken away for recycling,” quips Mike, “So it’d be nice to think that there’s an old staircase or some Abbott-Wade wood that’s gone into making the paper itself.”