TotalFusion, like for like

TotalFusion has never produced a brochure for a club. Six clubs, none of them with one. Their entire published PDF library is terms and conditions, member rules and a training program. South Brisbane is the first sales brochure the group has ever commissioned, which is why Ben reached for a hotel and a residence as his references rather than anything of his own.

Two documents exist. The deck Ben sent as "the example", which is a leasing and investor pitch, and the TFP Spa Menu, which LOVR made for them and they approved. Both are here against the new draft.

TotalFusion South Brisbane

Draft v3, 26 August 2026. Written from Ben's completed information document, laid on Object Studio's Stage 6 renders. Roughly 1,000 words across sixteen pages, one call to action, no pricing and no dates.

Open the live brochure

TF Draft Brochure V6

Created 13 February 2026. Fifteen pages. This is the document Ben sent as the example, and on the call he described it himself as being "more for other developers, used for some sort of leasing brochures". Its structure is mission, market opportunity, the problems, our solution, the team, and the medical advisory board. Five of the fifteen pages carry no text at all.

There is not one word in it about a specific club, a membership tier, an inclusion, a location, an opening date, an offer, or a next step. It has no call to action. That is why the new piece was written from scratch rather than refashioned.

TFP Spa Menu, version 06

Seventeen pages, made by LOVR this year for this client group, and approved by them. This is the only piece of TotalFusion collateral written at a premium register, and it is the proof of voice the new brochure is built on. Short declarative headings, a small caps positioning line, restrained paragraphs, and specifics carrying the weight instead of adjectives.

Its opening spread reads "Two Worlds. One Standard Of Care." That paired declarative is the device carried into the new cover page, "One Address. The Whole Day."

The difference in one line

Their deck argues a business case to investors in long, adjective-stacked sentences: unrivalled, ultra modern, world-class twice on one page, state of the art, revolutionary. It is competent and it is generic.

The spa menu describes one thing at a time, precisely, to one person, and lets named materials and real numbers do the selling. The new brochure takes the facts from the first and the sentences from the second, and never the other way around.