Whenever possible, I like to sample my clients’ products and services before writing about them. It helps me write more powerfully and persuasively. Alas, British Airways weren’t prepared to fly me to all their amazing partner resorts. So I had to just read about them online, find new words to describe the resorts, and write to make the reader think I’d actually been to them.
I wrote this at LIDA/M&C Saatchi, working closely with designer Daniel Clarke. Such close collaboration is, in my view, the best way to create a brochure.