I’ve spent the better part of two decades in property marketing, and if there’s one constant, it’s change.
From glossy brochures stacked in reception areas to immersive digital experiences that transport you into a building before it’s even built, our tools have transformed.
But the question I keep hearing lately is: “Is the traditional brochure dead?” I don’t think it is. I actually think it’s being reborn.
When I first started out working for Berkeley Group Plc , brochures were the cornerstone of property marketing. They were tactile, curated and often beautiful and coffee table worthy (as well as expensive), but they were also static. Our audiences are much more dynamic, more digital and more discerning. They want stories, not specs. They want experiences, not just elevations.
And that’s where the magic happens.
Across the industry, we’re seeing a shift. Developers are embracing cinematic storytelling, interactive platforms and social-first content to bring places to life. The brochure hasn’t disappeared, it’s just no longer the lead actor. It’s now part of a wider ensemble cast that includes film, web, and experiential formats. A well-designed print piece still has its place, but only when it complements a broader narrative.
At Bywater, we’ve been reimagining how we tell the story of place. Whether it’s through film, immersive web platforms or social-first campaigns. We’re leaning into formats that invite people in, not just to see a building but to feel its purpose. The Paradise SE11 project is a great example. We didn’t just create a brochure; we created a narrative. One that speaks to the future of workspaces, sustainability and community.
The brochure isn’t dead. It’s just no longer the hero. It’s part of a wider cast. A beautifully designed print piece still has power as it can anchor a campaign, offer a moment of pause and leave a lasting impression, but it must work in harmony with all the other elements of the marketing mix. It must be part of a story, not the whole story.
So, to my fellow marketers, creatives and storytellers, let’s not mourn the brochure. Let’s celebrate its evolution.
Let’s keep pushing boundaries, experimenting with formats and above all, let’s keep telling stories that matter, because property isn’t just about buildings. It’s about people, purpose and possibility.
… And that’s something worth printing and sharing!
