Serco aims its corporate brochure at potential customers and opinion formers. It needed the brochure to meet the following challenges:
- explaining what Serco does in simple terms, while making clear the breadth of its specialist skills
- setting out ‘the Serco difference’ – its people and the way it works – in a compelling and credible way, and
- finding a tone of voice which conveys Serco’s ethos and culture.
We started by breaking the content down into discrete sections, each of which explained one aspect of the company or the way it works. We then made extensive use of case studies and ‘wow’ facts to bring each aspect to life, giving real examples of how Serco improves services for its customers and their end users.
The tone of voice expresses the sense of excitement that Serco’s people feel about their work, as well as their professionalism and service ethos.
Agency: Rare Corporate Design