Advice: Don't Walk Around Half Caulked

Having thoroughly cemented the image of Butler Brothers over the last 3 years—and them having stood behind a commitment to great renovations and remodels since 1963—it was time to consider how we could help them better reach their clientele. The BBC image, in terms of art, has been seated in a WPA/CCC style. Tag-lines and accompanying copy have always flowed from a knowing wink-wink-nudge-nudge ‘salt of the earth’ vernacular one finds on job sites everywhere. “Measure twice, cut once.” etc. This validates who they are, and allows them to own that conversation in their community. Well built, elbow grease, sealed with a handshake—you’re not doing business with a company, you’re doing business with The Butler Brothers.

That said, when most men think of a bathroom remodel, they mean adding a magazine rack.

Therefore, their first direct mail campaign is directed towards a different audience. It’s also intended to get a simple message across: we own the conversation on high craft remodel construction. If you are hiring the best company for the job, it can only be us. The secondary messages are equally simple: we are uncomplicated, we do beautiful work, we have a sense of humor.

In all there were 4 ‘tool tips’ for the mailers, and 3 haiku ‘tool tips’ used for the “See Dust. Sawdust. No Dust.” leaflets.
“ADVICE: One shouldn’t walk around half caulked.”
“CAULKY: It takes more than a bunch of studs to build a home.”
“FYI: Elbow grease gets everwhere.”
“YES: We turn heads. All of them.”

Butler Brothers knows that ‘if your work speaks for itself, you shouldn’t interrupt.’
On that note…

{one of the seven dies for the foil stamps}

{art deco influenced ‘elbow grease gets everwhere’}

{construction tools worked into the various filigrees}





*Printed entirely on 100% recycled paper by French Paper™.