Grouping information by topic allowed the many facets of value made them easier to recognize. Highlighting relevant facts and figures meant that even if the sales people struggled with the overall content, the finer points were clear. Blending design with messaging made it a useful sales tool, allowing the sales rep to sit down with someone and go through it together.
These assets were designed for a highly-educated audience. Though this meant abandoning lay-person language in order to establish their bona fides with audience-specific wording, concise language was still important to highlight the most effective elements of the client’s work.