Recruitech is a human resources outsourcing business, placing scientists in temporary and contract research positions with biotech and pharmaceutical companies worldwide. When I worked for Chris in early 2005, the company was looking to expand its reach. Chris and his team were expending a lot of time and effort wooing senior HR executives from multinational pharmaceutical companies. I did the copywriting for a brochure (see opposite) targeted at these key decision makers.

Recruitech had some great testimonials from satisfied clients, so designer Adam Fiveson and I built the brochure around these. Click the thumbs to look at our intermediate drafts and you'll see how Adam has made these the focus of the brochure. The other important component was a simple, direct tagline that incorporated the aims and brand values of the business as well as an implicit call to action. After some thought, I came up with 'Make Life Choices' - Chris liked the line and it became the hook for the body copy.

The brochure did its job very successfully, and not long afterwards I was hired again to handle the copywriting for several pages of Recruitech's revamped website. Look at the difference in design style between the brochure and the website. The Recruitech brand was developing very rapidly at this stage. It seemed to me that the emerging brand values - precision, excellence, efficiency and professionalism - were best represented by clear, direct copy and a clean - almost stark - design. I wanted to convey in the style of the copy the attributes that Recruitech-sourced scientific staff brought to their research work with client companies.

Chris Crane's verdict? This is the feedback he gave me on Elance.com:

Great work! Will use Bill again!

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