HENNER GROUP – Care & Health brochure

The Henner Group is an international pioneer company and leader in the development and management of insurance solutions for individuals, professionals and companies.
Historically GMC Services is a division of the Henner Group, specialist in protecting individuals and families. Following new corporate strategies, Henner and GMC Services brands have merged.


We have worked with the Henner Group team in Singapore to craft a new corporate brochure.
While most people will search for your business online, most of them wouldn’t mind having a brochure they can take away.

All of this begs the question of what elements are required for the creation of a truly effective printed brochure:

Consider how will it be used, where will it be used and by whom. Is the brochure simply to convey information, trigger an enquiry or sell a concept? Be very clear on the purpose of the brochure, as this will dictate a different approach for many of the items below.

Defining your target audience enables the focused delivery of content and compelling advertising copy. The audience may be defined by many factors, including; demographic, industry, need, issue/problem or geographic. If you have different target audiences, then it may be more effective to have a customised brochure for each.

Creativity & Design
The visual elements of the brochure are very important. We can add the design flare, but we usually layout the content with our clients. Referencing the purpose and presentation elements, we may include checklists, graphs, images, testimonials and tests etc, as well as simple written information in the design.

Headline or Title
Great copywriters claim the bulk of the value of the copy is in the headline or title. Brochures are very similar, as you need to immediately engage your audience to encourage them to read on. Without a strong title, many readers will never get past the front cover.

Core Content
Remembering the points above around purpose, audience and presentation, the core content must speak in the right language and talk to the audiences problems, issues or need. It is better to speak to 3 KEY points rather than cover every bit of knowledge or product information that you have. If you have a lot of data to convey – consider options such as infographics or graphs. Engage a copywriter to assist with the written content if you are not confident in this area.

Make it Valuable
People hold onto brochures where they perceive value. Value may be driven by research, data, key information, diagrams or customisation. The more value you can inject into your brochure – the longer it’s shelf life with your prospects, and the more likely they will aid in a sale.

With all of the above elements considered, you have the framework for a great brochure!


Scope: Graphic design, Printing
Location: Singapore
Client: Henner Group