If you said it this way last time, say it that way next time. Work at it. Clich s don't work. If you can't do more than clich s, save your money. Don't do a brochure.
Purpose alters the format and text of a publication.
Think carefully about illustration. All professionals seated at desks look alike. Use both your own people and client situations imaginatively. Appropriate graphs and charts can help. Be thoughtful about details.