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Evolving Media

CASE STUDY

Brochure Design for Building Techologies Inc. in 2003

Consulting

Collaborated directly with Harvey Belfer, the owner, to refine the messaging and lock in the bold “hands holding a building” concept.

Photography

Hired Ottawa’s renowned Fred Cattroll & Associates to shoot Harvey (and co-founder Frank McDonald) in a rented Glebe studio. The selected portrait of Harvey became the foundation for the cover illustration.

Copywriting

Wrote concise, benefit-driven promotional copy that tied every visual to the “Golden Opportunity” promise.

Design & Production

Designed an 11 × 25.5-inch (flat) C-fold brochure with full-bleed photography and bold typography. Worked overnight with our offset printer to ensure colour fidelity and delivered the finished pieces by hand to the client’s office — with hours to spare.

Building Technologies Inc.
— A golden opportunity

In 2003, Building Technologies was a young, ambitious company leading the way in networked building systems, security, and tenant services. Founders Harvey Belfer and Frank McDonald had landed a make-or-break presentation with a major prospective client. They needed something that would instantly elevate their image and separate them from the competition. They took a calculated risk — and it paid off spectacularly.

Evolving Media was brought in on an extremely tight timeline to conceive, write, photograph, design, and print a premium three-panel, full-colour, full-bleed executive brochure that would be ready in time for that pivotal meeting.

Client Testimonial – Harvey Belfer, 2008

“Dear Jeff,
I want to take this opportunity to thank you and your company for the incredible brochure that you created for our company. We have received so many compliments from everyone who has seen the brochure and we expect it to contribute significantly to our marketing campaign. I really appreciate your special attention to detail, your creativeness and your professionalism. It was a real pleasure to have worked with you and your team and I look forward to hiring you for all our graphic design needs. Once again thank you for providing us with a finished product that surpassed our expectations and that we can proudly distribute to our present and future customers and business associates.

Yours truly,
Harvey Belfer
Building Technologies Inc.”

Even twenty-plus years later, this project remains a perfect example of what happens when bold ideas meet flawless execution under pressure: original work, zero templates, and results that stand the test of time.

The Creative Challenge

Develop a memorable “Golden Opportunity” theme that positioned Building Technologies as the key to unlocking new revenue for property owners.
Create a striking cover image of Harvey Belfer literally holding an apartment building in his cupped hands — a visual metaphor for “a pot of gold” at the end of the rainbow.
Deliver flawless final brochures within days, not weeks.

How We Made It Happen

Consulting & Concept
Collaborated directly with Harvey to refine the messaging and lock in the bold “hands holding a building” concept.

Photography
Hired Ottawa’s renowned Fred Cattroll & Associates to shoot Harvey (and co-founder Frank McDonald) in a rented Glebe studio. The selected portrait of Harvey became the foundation for the cover illustration.

Custom Photo Illustration
Because using real buildings risked copyright and property-release issues (both the building owner and the architect can sue), we built our own. Jeff Poissant photographed dozens of apartment buildings across Ottawa and beyond, then meticulously composited more than 24 architectural elements into a completely original structure that existed only for this brochure. A panoramic Ottawa skyline shot from the top of a high-rise added local flavour.

Copywriting
Wrote concise, benefit-driven promotional copy that tied every visual to the “Golden Opportunity” promise.

Design & Production
Designed an 11 × 25.5-inch (flat) C-fold brochure with full-bleed photography and bold typography. Worked overnight with our offset printer to ensure colour fidelity and delivered the finished pieces by hand to the client’s office — with hours to spare.

The Result

The brochure didn’t just meet expectations — it blew them away. It became Building Technologies’ flagship marketing piece and helped fuel eight more years of successful collaboration with Evolving Media (until the company was sold).

A GOLDEN OPPORTUNITY

This project was such a success that Evolving Media continued to work with the owners; Harvey Belfer and Frank McDonald, of Building Technologies for more than seven years.

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