Collateral is the collection of media used to promote a brand and support it. It’s the materials a sales or marketing team would use to promote a product or service. It could be a flyer that an architect might use to select turf for a project or a folder with information on insert sheets for a grocer on a new product line, a poster promoting a concert event or an invitation for a physical therapy conference. The intention of the materials is to make the effort of the sale, project or event more understandable, efficient and the decision easier.

In my case, collateral is printed materials for the most part. These days, however, the same print materials are often formatted so they can also be posted on the company or organization’s website. A perfect example is the Early Childhood Council Annual Report. It was designed to function as single pages as pictured or as double-page spreads with the fold traditionally in the center.