Case study
Héloka One brochure for two opposite audiences
A marketplace has to convince two audiences with nothing in common: the one renting and the one owning. We gave each of them a page, inside the same brochure.
The context
Héloka rents out plant and machinery, and does it by connecting two sides of the same market: people who need a machine, and people who own one that is sitting idle.
That is the classic marketplace problem, and it is harder in print than online. A website can ask a question at the door and send each visitor down their own path. A brochure cannot: it opens, and both audiences read the same thing.
And those two do not want to hear the same sentence. The one looking for a machine wants to know whether you have theirs, when, and at what price. The one who owns a machine wants to know what it earns, who will be using it, and what condition it will come back in. A brochure that tries to address them together ends up interesting neither.
What we produced
Two pieces, and one structural decision.
The brochure: a page per audience
The brochure runs to two pages, and they are not addressed to the same people.
The first presents the rental services — that is the page for the customer looking for a machine. The second is dedicated to machine owners who want to list their equipment.
That split is the whole deliverable. It allows two complete arguments with no compromise, and it lets you hand the brochure to the right person opened at the right side.
The design stays clear and professional on both sides — in a market where you hand an expensive machine to a stranger, the credibility of the material is part of the argument.
The flyer: a single idea
The flyer runs to one page and does not try to say everything. Its job is to catch attention and sum up the essentials, with a striking visual and a short message.
That is the division of labour between the two pieces: the flyer brings people in, the brochure explains. A flyer that tries to explain becomes a badly printed brochure.
What it changes
Héloka has a set of materials that reflects its model rather than simplifying it. Both sides of the market have their own page, and the sales team no longer has to improvise a different pitch depending on who is in front of them.
For a young marketplace, that is the first proof of seriousness: showing you have understood that you have two customers, not one.
More work
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