Turning a government brochure into something people actually want to read
01 — Project details
The City of Azusa wanted to promote its employee Rideshare Program — a great initiative with strong benefits, but one that was getting zero attention. They had vacation days, gift cards, gas savings, and even emergency rides home on the table… but no one seemed excited about any of it.
The old copy was flat, vague, and full of technical jargon. They needed a version that would make the perks feel real — and get employees to actually sign up.
02 — The Problem
Making every benefit feel like a no-brainer
I was brought in to write the brochure copy from scratch. No strategy doc, no fancy mood board — just a list of rules, incentives, and program details. From there, I reorganized the content, added punchy headlines, and rewrote the entire thing in a more energetic, conversational tone that made each benefit feel like something you’d actually want to take advantage of.
We highlighted:
Cash rewards and gift card drawings
Bonus vacation days for regular ridesharers
Free emergency rides when life throws a curveball
Personalized carpool matching
Local discounts and loyalty perks
The copy also had to follow specific public sector formatting and eligibility requirements — while still keeping the energy up.
03 — Results
Clear, fun, and easy to scan
The final brochure is approachable, easy to skim, and full of value-driven language that actually makes the program feel worth checking out. It's designed to work for both printed handouts and digital formats.
More importantly, the city now has a piece of collateral they can actually use — something that makes the program clear and appealing instead of another ignored HR document.