Client: progressive // Bakerbrand
Project: Brochure copywriting
When: Spring/Summer 2026
Website: https://weareprogressive.co.uk

Brochure Copywriting Portfolio

progressive

progressive is the premier roofing and cladding contractor in the South West. Following a corporate restructure that brought two sub-brands under one roof, they needed a brochure that summarised existing and new service offerings and could be sent to potential clients and downloaded from their website.

This brochure copywriting project involved writing short, sharp, and engaging copy that followed a clear brand style and tone of voice, built on Progressive’s reputation as an experienced roofing and cladding contractor, and supported the site redesign.

Project overview

Before their website could be refreshed and updated with new and revised website copy, progressive needed an interim sales brochure. The aim was to:

• Clearly summarise its expanded service offering
• Build trust with commercial and industrial customers
• Showcase over four decades of industry experience

Working with project lead and branding specialist Claire Baker at Bakerbrand, I created brochure copy that sounded just like them, following tight brand and tone-of-voice guidelines all the way through.

Brochure copywriting requirements

The project involved writing a set of copy for the brochure, including:

Service pages

– x 8 summary service pages

Supporting pages

– Company page intro

– Services page intro

– Contact page

I started with one of the pages to set the copy style, tone, and structure. Once approved, I applied the same approach to the rest.

The copywriting challenge

For each page, brevity was key, and I capped the word count at ~150 words. Because of their experience, there was a huge wealth of service knowledge to get across without overwhelming the reader. So I created a short intro followed by bullet points and brief explainer info.

The main challenge was to get across progressive’s key service offerings and decades of expertise in as few words as possible while keeping in line with their brand identity and tone of voice. The copy needed to:

• Explain new and existing specialist services clearly
• Appeal to commercial decision-makers
• Stay consistent across multiple pages
• Complement the branding and brochure design

My approach

Once the initial service page was approved, I used the same writing style and messaging across the remaining pages, creating consistency throughout. This style also carried through into the three supporting pages.

During the project, I worked closely with Claire. Having worked with the progressive team before, she was able to give valuable feedback on which copy worked – or potentially didn’t.

After reviewing all pages section by section, Claire shared them with the progressive team for comments, feedback, and minor revisions until every page reflected the business and its services in the best way.

The results

The completed copy clearly delivers progressive’s expanded service offering and supporting information while reinforcing their position as the South West’s premier roofing and cladding contractor.

Following final approval, the content was handed over to Bakerbrand for final brochure design tweaks (new images and page layouts, etc), before becoming available for download in July 2026.

View the brochure on the progressive website.

Client feedback

“Graeme was great to work with. He quickly understood our business and produced copy that really captured who we are. I’d happily recommend him. Thanks from the team at progressive!“

James Rayner | Director – progressive

“Graeme came recommended to me by a fellow Creative Director. He picked up the brand voice guide and the brief and ran with it, checking in with myself and my client throughout the project to get the job done. Nothing is too much trouble. Nothing. Graeme is easy to work with, incredibly reliable, and an all-round great guy.”

Claire Baker | Bakerbrand

Brochure copywriting for commercial businesses

This brochure copywriting portfolio project shows how copy doesn’t need to be overly long or drawn out. Following a strong tone-of-voice guide can help get the expertise across clearly, strengthen brand positioning, and create a better experience for customers.

Whether you’re refreshing your brand, launching a new brochure, or expanding your services, I can help you write brochure copy that’s clear, persuasive, and written for your audience.

Explore more projects in my copywriting portfolio to see how I help businesses across a range of industries and sectors.

Let’s talk about your brochure copywriting project

Planning a new brochure or refreshing your existing copy?

If you’re looking for an experienced brochure copywriter to write engaging, customer-focused copy that supports your business, I’d love to hear about your project.

Book a free 30-minute call and let’s talk about how my brochure copy can help your business stand out. Contact me or email me at write@dropcapcopy.com today to have a chat about your project.