CREATING A BOLD, BRAVE AND STRAIGHT TO THE POINT BROCHURE FOR A MODERN IT COMPANY
Client: *Due to the sensitive nature of the data in the company name and logo has been removed and all texts have been slightly altered or changed to ''Loren Ipsum'' in the project.
Project:
Multi-page brochure design / Partial copywriting of headlines.
Brief:
Create a modern and bold multi-page brochure for an IT company, explaining their main services and benefits of using them in an easy-to-consume and hard to ignore manner. It's important that the brochure should work just as well as a handout material to read by yourself as it should work as a physical presentation material complimented by a representative explaining the content.
Challenge:
1) The company provides a multitude on great and innovative but complicated IT services and solutions which can make it a bit overwhelming and intimidating for a potential customer to read about it by themselves.
2) In this day and age there are so many competitors to compete with in the IT field so grabbing the attention of a potential lead is a number one priority.
Solution:
1) Create bold headlines that summarize the overall content of the page or topic. As we all know - our attention span is getting lower and lower, therefore our ability sit down and read full pages becomes more and more difficult. While creating the design I made sure that while the information provided in the mouse-type is easy to read and consume, someone who does not want to spend a lot of time reading each page could still pick up the general idea of the whole page by just reading the big and bold statements in the headlines. This not only makes for a pleasing design to the eye but also makes all the content that much easier to digest.
The same idea was applied to the customer success stories/testimonials by extracting quotes that summarize the whole story.
2) Create a design that stays away as much as possible from the look and feel of the market competitors who are using more of a corporate and classic look to their materials. As the company's brand identity colors are really bright and playful it only made sense to contrast it with a set of really punchy black and while photo cutouts. These, of course, do not only serve as design elements but also to help explain the content in copy to create a knee-jerk reaction when skipping through pages.
