Brochure, series.

• Position: Idea Bank - Brief Article

Product Line Brochures

Institution: Lee Bank, Lee, Mass.

Assets: Under $250 million; four locations

Agency: Willey Brothers Inc., Rochester, N.H.

When the bank redesigned its product brochures, it developed a consistent design. In the upper right hand corner was the name of the product, such as "Home Equity Loans" or "Checking and Savings." Below that was a large, one-word headline, such as "Smart" or "Personal." Below that was a scenic photograph of the Lee community.

The brochures were color-coded by product. In other words, although the brochures have similar designs, each has a different dominant cover color.

The overall approach dovetailed with the bank's slogan, "Simple. Direct. Personal."

Laura Mynahan of Willey Brothers said one of the goals was to keep the brochure copy concise and easy to understand.

Insurance, Home Loans, Money Market...