The data folks at interRel have a wonderful, self-deprecating sense of humor. They can afford to; they’re geniuses.
They were certainly smart to ignore the typical chest-beating, toot-your-own-horn approach to marketing in favor of one that might emphasize service and dedication to their clients.
So what better metaphor than a loyal sheepdog? Les Baker, Les Kerr, and Jim Starr worked together to write, design, and illustrate a brochure with the expectation that it should be both engaging and informative, cover to cover.