Even in a world that is increasingly digital, sometimes there’s no substitute for the tactile quality and battery-free portability of a paper brochure. I have designed countless brochures, large and small, in my working life, and take pride in taking woolly briefs, scant copy and less-than-perfect photography and creating brochures a company can be proud of.
If the client is ‘dancing round the room’ in delight, or brochures happen to be described as ‘the best in the business’, that is, of course, a bonus!
The LAL 2012 brochure upped the game for the company’s materials. Square, chunky and expensively finished, it was unlike anything that the company had produced before. The matt, scuff-resistant laminated cover was highlighted with UV spot varnish; the paper was pleasingly stiff throughout; translucent tip-in pages provided visual and tactile interest; a custom icon font summarised facilities; and custom cut tabs made the brochure easy to navigate.
The cover photo was a glorious accident: one of the schools sent the results of a last-minute photo shoot the day before the brochure went to press, including this ideal photo, perfect for the space and style.
As well as an A4 traditional brochure, 2014 saw the addition of a smaller leaflet that would be distributed at fairs and exhibitions. The tabs on the main brochure were popular, so we used a stepped accordion fold to allow us to have tabbed sections on the leaflet whilst keeping it to a single sheet of paper.
This had the advantage of looking great: but the disdvantage that every page was a different size, which made the layout much more difficult!
When given the task of creating a cheap brochure for a set of greetings cards, I immediately thought of combining brochure and sample. This simple leaflet is designed to be glued and folded into a greetings card, with its headline wrapped around to be on view when the envelope is opened.