The client wanted a nice handout to inform prospective customers why his business was different from others in the same industry and also uphold/upgrade to the Lynnwood Auto Parts image.

My first suggestion was to have the piece have a "selling concept" so I suggested the "Smart Parts are Smart Money" concept and ran with that. The piece was also biased toward repair shop clients as that was 75% of their market.

I also suggested that he brand his 800 toll free line "Shopline" and make it available for the auto repair trade only (as opposed to all types of customers). A Shopline logotype was then created for general application (SEE LOGO SECTION). To clarify; "Make it available" wasn't a hard and fast rule (as to not alienate 25% of their base) but more of an orientation to the trade. I also recommended that the brochure be a self mailer with a removable sticker affixed displaying the Shopline logo and phone number thereby giving the brochure extra value as a carrier of the message and the means. Unfolded brochures were used as blow-ins for a local newspaper.

A heavier than normal, creme paper was used for a high quality feel.

Location photos by John Larson, art direction and styling, Stephen Prestek.