Concourse Product Marketing

Judd had a few ideas for what to include in the brochure, but I took the lead with the layout, graphics, and copy-writing. Over the course of a month, I designed the brochure with Adobe InDesign, gaining new skills with a program that I had never used much prior to this project.

I had a number of important goals for the design: to show off the beauty and elegance of the product, place a heavy emphasis on large, detailed screenshots from the actual software, and focus on the benefits users could realize by using Concourse. The final brochure focused on three main audiences: students, instructors, and school administrators. We felt that we could guide readers through the core software features by viewing them through these lenses.

The product brochure was completed in early 2009 and made available for download at Intellidemia’s website. While it is no longer used, the brochure spawned several other pieces of marketing literature and encouraged a steady stream of visitors to purchase access.

Judd and I also began working on a product video to introduce people to Concourse. Neither of us wanted to create a screencast with disembodied voices - we wanted to make something more inviting. Taking inspiration from Apple's guided tour videos (such as this one), we created a storyboard and script that walked through the product feature by feature. Alan Okey of Artificial Horizon Post produced the video. He also convinced me to serve as the video's actor. Screen segments with using Concourse were created using Snapz Pro-X on the Mac.

Moving from writing the lines to delivering them gave me a deeper appreciation for simplicity and precision. We took many cuts and iteratively trimmed out extraneous fluff that didn't contribute much to the final video. The video is used on Intellidemia's product website and has served the company well with promoting Concourse. For any software companies looking to generate buzz for their products: make a video!