Calsoft had a brochure that worked fine. But fine gets forgotten in the stack. They needed something that made people stop, not skim.
Not about making it prettier—about finding their actual voice. Turns out it was there all along, buried under what they thought they were supposed to sound like.
Stripped the corporate nonsense. Kept the expertise. Sometimes authenticity is a competitive advantage. Most companies just don't have the courage to use it.
