Leland International/freshcoast - 2014 NeoCon Brochure

The Situation

Leland International, making its annual trip to NeoCon, was also introducing freshcoast, a different type of furniture for a different type of customer. While the two companies are separate, there was no desire to hide their relation. Thus, creating collateral for NeoCon visitors needed to maintain Leland’s image while also introducing freshcoast.

The Solution

Two brochures in one. One cover takes readers into the Leland collection while the other cover leads readers into the freshcoast collection. Simply flipping the brochure over turns it from Leland to freshcoast or vice versa.

Within the brochure, the writing styles had to be different. For Leland, their refined voice tells the story of their design-based philosophy. With freshcoast, personalized articles (with pseudonyms) give the feel of an easy magazine read while telling the story of their nature-based inspiration.

The Result

Aside from the not-too-shocking problem of some attendees taking two brochures (when one pile has Leland’s cover on top and the other has freshcoast’s, it’s only natural), these pieces resonated with NeoCon visitors, many of whom actually mentioned the brochures when calling Leland with sales inquiries following the show.

freshcoast has exceeded expectations since launch and Leland continues to thrive. One can only assume the words in this brochure are directly responsible for that.