The Blue Book
The Blue Book was an AEC industry publication (no longer in print) with offices throughout the US. I was hired to write article for the magazine and given monthly assignments, interviewing companies in various cities.
THE PROJECT:
How to interview businesses that performed services like drywalling and awning production and write stories that people would want to read.
THE SCOPE:
This is a huge lesson for all copywriters—we can make any story compelling by approaching it with a sense of curiosity and asking the right questions. For example, a story about drywall becomes a story about a small company that has stayed afloat by being flexible and nimble with the services they offer and retaining a loyal staff that is passionate about what they do. As for the awning company, the owner loved his work so much, he described it as a "creative, colorful world!"
THE RESULT:
Julie Flattery, Style Guide
THE TEAM:
