Rasky Baerlein

Capabilities & Credentials

Creating a capabilities and credentials centerpiece for a major Boston public relations firm could have been daunting. But the focus and professionalism of the assembled team was more than up to the task. The objectives were:

–Create a printed piece highlighting each of the company’s areas of expertise.

–Utilize testimonials to highlight successful campaigns.

–Emphasize ties to the community.

–Outline the unique skill sets and success stories of the company’s personnel.

–Appeal to a wide range of potential clients in diverse fields, including education, non-profit, financial services, trade associations, real estate and health care.

A single tag line was to be generated to capture the essence of Rasky in a few words. To help with this seemingly straightforward task, veteran copywriter Jonathan Plazonja was brought on board. For Rasky Baerlein, the result was:

–Rasky Baerlein. Results. Expertly Delivered.

This three-word distillation of the company’s capabilities was used on the brochure cover, placed on an atmospheric night shot of a single lit window in a high-end office building. The result: reinforcement of the idea of delivering successful results through hard work and diligence … and with class.

Sections were designed around precise tag lines that were to define Rasky’s capabilities. Some of these included:

–Smart, Insightful Counsel Born Of Real Experience.

–Cutting Edge Strategies … Measurable Outcomes.

–It’s Easier To Achieve Results When You Know The Territory

–Campaigns That Help Our Clients Reach New Heights

In lieu of head shots or images inside Rasky’s offices, we utilized the considerable skills of photographer Bill Gallery to provide informal, candid shots of men and women at work. Each section had a large image to correspond with the caption. Images were muted (or black and white) in keeping with the overall tone of the piece. Testimonials in a handwritten font were superimposed over the images to give the sections a “roll up your sleeves and get to work” attitude.

To reinforce Rasky’s commitment to the community, a series of advertisements were created in support of local non-profits and public institutions emphasizing Rasky’s support for the the community in which they live and work.